• Mehr als 3 Millionen Wörter Inhalt
  • |
  • info@itmedialaw.com
  • |
  • Tel: 03322 5078053
Rechtsanwalt Marian Härtel - ITMediaLaw

No products in the cart.

  • en English
  • de Deutsch
  • Informationen
    • Ideal partner
    • About lawyer Marian Härtel
    • Quick and flexible access
    • Principles as a lawyer
    • Why a lawyer and business consultant?
    • Focus areas of attorney Marian Härtel
      • Focus on start-ups
      • Investment advice
      • Corporate law
      • Cryptocurrencies, Blockchain and Games
      • AI and SaaS
      • Streamers and influencers
      • Games and esports law
      • IT/IP Law
      • Law firm for GMBH,UG, GbR
      • Law firm for IT/IP and media law
    • The everyday life of an IT lawyer
    • How can I help clients?
    • Testimonials
    • Team: Saskia Härtel – WHO AM I?
    • Agile and lean law firm
    • Price overview
    • Various information
      • Terms
      • Privacy policy
      • Imprint
  • Services
    • Support and advice of agencies
    • Contract review and preparation
    • Games law consulting
    • Consulting for influencers and streamers
    • Advice in e-commerce
    • DLT and Blockchain consulting
    • Legal advice in corporate law: from incorporation to structuring
    • Legal compliance and expert opinions
    • Outsourcing – for companies or law firms
    • Booking as speaker
  • News
    • Gloss / Opinion
    • Law on the Internet
    • Online retail
    • Law and computer games
    • Law and Esport
    • Blockchain and web law
    • Data protection Law
    • Copyright
    • Labour law
    • Competition law
    • Corporate
    • EU law
    • Law on the protection of minors
    • Tax
    • Other
    • Internally
  • Podcast
    • ITMediaLaw Podcast
  • Knowledge base
    • Laws
    • Legal terms
    • Contract types
    • Clause types
    • Forms of financing
    • Legal means
    • Authorities
    • Company forms
    • Tax
    • Concepts
  • Videos
    • Information videos – about Marian Härtel
    • Videos – about me (Couch)
    • Blogpost – individual videos
    • Videos on services
    • Shorts
    • Podcast format
    • Third-party videos
    • Other videos
  • Contact
Kurzberatung
  • Informationen
    • Ideal partner
    • About lawyer Marian Härtel
    • Quick and flexible access
    • Principles as a lawyer
    • Why a lawyer and business consultant?
    • Focus areas of attorney Marian Härtel
      • Focus on start-ups
      • Investment advice
      • Corporate law
      • Cryptocurrencies, Blockchain and Games
      • AI and SaaS
      • Streamers and influencers
      • Games and esports law
      • IT/IP Law
      • Law firm for GMBH,UG, GbR
      • Law firm for IT/IP and media law
    • The everyday life of an IT lawyer
    • How can I help clients?
    • Testimonials
    • Team: Saskia Härtel – WHO AM I?
    • Agile and lean law firm
    • Price overview
    • Various information
      • Terms
      • Privacy policy
      • Imprint
  • Services
    • Support and advice of agencies
    • Contract review and preparation
    • Games law consulting
    • Consulting for influencers and streamers
    • Advice in e-commerce
    • DLT and Blockchain consulting
    • Legal advice in corporate law: from incorporation to structuring
    • Legal compliance and expert opinions
    • Outsourcing – for companies or law firms
    • Booking as speaker
  • News
    • Gloss / Opinion
    • Law on the Internet
    • Online retail
    • Law and computer games
    • Law and Esport
    • Blockchain and web law
    • Data protection Law
    • Copyright
    • Labour law
    • Competition law
    • Corporate
    • EU law
    • Law on the protection of minors
    • Tax
    • Other
    • Internally
  • Podcast
    • ITMediaLaw Podcast
  • Knowledge base
    • Laws
    • Legal terms
    • Contract types
    • Clause types
    • Forms of financing
    • Legal means
    • Authorities
    • Company forms
    • Tax
    • Concepts
  • Videos
    • Information videos – about Marian Härtel
    • Videos – about me (Couch)
    • Blogpost – individual videos
    • Videos on services
    • Shorts
    • Podcast format
    • Third-party videos
    • Other videos
  • Contact
Rechtsanwalt Marian Härtel - ITMediaLaw

Cologne Regional Court upholds strict influencer jurisprudence

7. November 2022
in Law on the Internet
Reading Time: 2 mins read
0 0
A A
0
design 3060480 640
Key Facts
  • Munich Higher Regional Court took a less strict line on labeling in the Cathy Hummels decision.
  • OLG Hamburg ruled that obvious advertising does not always have to be labeled.
  • The Cologne Regional Court demands strict labeling of posts that suggest commercial intentions.
  • Tags on fashion companies and make-up manufacturers could influence business decisions.
  • The court sees a significant economic interest of the influencer in her influencer activity.
  • The combination of paid posts and professional activity speaks for commercial intentions.
  • Direct links to manufacturers show that the posts fulfill more than just informational purposes.

There is already a lot of content on my blog about the question of whether and when influencers and streamers have to label their content. Most of them are very strict with influencers and what needs to be labeled and how.

Many colleagues are quite of the opinion that the verdict is too strict. Hope sprouted among these colleagues when the Munich Higher Regional Court took a less strict line in the Cathy Hummels case (see this article), thus confirming the Munich Regional Court (see this article). Shortly afterwards, the Higher Regional Court of Hamburg also seemed to change its mind and ruled that obvious advertising would not have to be marked (see this article). But when is advertising obvious?

The Regional Court of Cologne agrees with the strict courts on this issue, stating that

From an objective point of view, the posts are also aimed at influencing the business decisions of other market participants, at least due to the tags they contain relating to fashion companies […] and a manufacturer of make-up.

This is sufficient for the court, because

The lack of commercial intent on the part of the defendant cannot be inferred from the fact that the tags have (minor) editorial content insofar as they are used to inform followers about the manufacturers of the outfits worn or the make-up brand worn.

The mere intention of the influencer to possibly act commercially was sufficient for the court:

The fact that the defendant has a considerable economic interest in presenting itself to companies as a potential advertising figure in its posts speaks in favor of a corresponding intention on the part of the defendant. Thus, she makes a living through her influencer activity, which in any case also consists of publishing paid posts.

The Cologne Regional Court considered other representations to be protective allegations:

It is highly remote that posts sold by the defendant in other cases do not primarily serve commercial interests, but are primarily driven by a desire to inform their followers of their fashion preferences. This is particularly true in light of the fact that the defendant conducts its commercial influencer activities on a large scale and in a highly professional manner. This is evidenced by the employment of a manager in addition to the amount of their revenue.

As a further indication, the court also saw here the links, which would not be necessary if there were no commercial intentions:

Moreover, the setting of company tags leading directly to the Instagram pages of the manufacturers already speaks as such against the fact that the defendant was primarily concerned only with informing its followers about the manufacturers of the fashion and make-up worn by it. With the tags, the defendant does not limit itself to the mere notification of the manufacturers; due to the fact that they only appear when the image is clicked on and the possibility of forwarding, they rather represent an effective advertising presentation of goods comparable to a product catalog.

The Higher Regional Court of Braunschweig had already ruled similarly last year(see this article).

 

Marian Härtel
Author: Marian Härtel

Marian Härtel ist Rechtsanwalt und Fachanwalt für IT-Recht mit einer über 25-jährigen Erfahrung als Unternehmer und Berater in den Bereichen Games, E-Sport, Blockchain, SaaS und Künstliche Intelligenz. Seine Beratungsschwerpunkte umfassen neben dem IT-Recht insbesondere das Urheberrecht, Medienrecht sowie Wettbewerbsrecht. Er betreut schwerpunktmäßig Start-ups, Agenturen und Influencer, die er in strategischen Fragen, komplexen Vertragsangelegenheiten sowie bei Investitionsprojekten begleitet. Dabei zeichnet sich seine Beratung durch einen interdisziplinären Ansatz aus, der juristische Expertise und langjährige unternehmerische Erfahrung miteinander verbindet. Ziel seiner Tätigkeit ist stets, Mandanten praxisorientierte Lösungen anzubieten und rechtlich fundierte Unterstützung bei der Umsetzung innovativer Geschäftsmodelle zu gewährleisten.

Tags: BlogCase lawCologne Regional CourtEntscheidungenHamburgInfluencerInstagramMarket participants

Weitere spannende Blogposts

Artificial Intelligence in Software and Game Development: Opportunities, Risks and Legal Challenges

Artificial Intelligence in Software and Game Development: Opportunities, Risks and Legal Challenges
12. May 2023

AI in software and game development: potential and pitfalls The use of artificial intelligence (AI) in software and game development...

Read moreDetails

Copyright infringement on YouTube: Warning also necessary after complaint proceedings

Interstate Broadcasting Treaty: Probably no gamer privilege for streamers!
26. August 2024

As a lawyer who represents many agencies and influencers, I often have to deal with legal issues relating to YouTube....

Read moreDetails

Whatsapp: family members may offend each other

7. November 2022

The Higher Regional Court of Frankfurt ruled that within the closest family circle, there is a space free of dishonor...

Read moreDetails

Secret teacher videos on Instagram? Suspension from school!

Secret teacher videos on Instagram? Suspension from school!
7. November 2022

The Administrative Court of Berlin has ruled in two summary proceedings that two students in a tenth grade class of...

Read moreDetails

Is the flying jurisdiction dead after all?

Countdown/threat via Instagram = bear police costs
7. November 2022

A few days ago, I reported that the Düsseldorf Regional Court kept the flying jurisdiction for legal issues on YouTube...

Read moreDetails

Legal challenges for start-ups

Legal challenges for start-ups
10. October 2024

Legal basis for start-ups As the founder of a start-up, you are confronted with a multitude of legal issues that...

Read moreDetails

Geoblocking Ordinance: Attention Warning Trap

Geoblocking Ordinance: Attention Warning Trap
3. December 2018

Complex Themam but relevant for game developers and many more The topic of geoblocking can be very complex in detail...

Read moreDetails

OLG Cologne with differentiated influencer decision

7. November 2022

For a long time, nothing has been heard from the field of influencer jurisprudence and furthermore, there is no BGH...

Read moreDetails

Esport and the concept of sport – let it stay

Esport and the concept of sport - let it stay
21. February 2019

Yesterday the hearing took place in the sports committee of the Bundestag and with a few exceptions no one really...

Read moreDetails
Contractual regulations for no-code/low-code software development
Other

Contractual regulations for no-code/low-code software development

21. May 2025

No-code and low-code platforms enable rapid software development without extensive manual programming. Applications are increasingly being developed on the basis...

Read moreDetails
Erotic content on OnlyFans: Copyright and personality rights protection for creators

Erotic content on OnlyFans: Copyright and personality rights protection for creators

20. May 2025
Goodbye hustle culture? Startup life between 24/7 grind and work-life balance

Goodbye hustle culture? Startup life between 24/7 grind and work-life balance

19. May 2025
Startup buzzwords 2025: Bullshit bingo in marketing German Introduction: Bullshit bingo in marketing German

Startup buzzwords 2025: Bullshit bingo in marketing German Introduction: Bullshit bingo in marketing German

18. May 2025
From the metaverse boom to AI euphoria – a tech lawyer in the hype cycle

From the metaverse boom to AI euphoria – a tech lawyer in the hype cycle

17. May 2025

Podcastfolge

da884f9e2769f2f96d6b74255be62c27

The role of the IT lawyer

5. September 2024

In this exciting podcast episode, we delve into the fascinating world of IT start-ups and find out why an experienced...

Read moreDetails
d00527fd01b1f807a4f80c0f202069e7

Legal basics for startup founders – how to start on the safe side!

9. November 2024
75df8eaa33cd7d3975a96b022c65c6e4

Life as an IT lawyer, work-life balance, family and my career

26. September 2024
8ffe8f2a4228de20d20238899b3d922e

Web3, blockchain and law – a critical review

26. September 2024
7c0b449a651fe0b81e5eec2e23515012 2

Copyright in the digital age

15. January 2025

Video

My transparent billing

My transparent billing

10. February 2025

In this video, I talk a bit about transparent billing and how I communicate what it costs to work with...

Read moreDetails
Fascination between law and technology

Fascination between law and technology

10. February 2025
My two biggest challenges are?

My two biggest challenges are?

10. February 2025
What really makes me happy

What really makes me happy

10. February 2025
What I love about my job!

What I love about my job!

10. February 2025
  • Privacy policy
  • Imprint
  • Contact
  • About lawyer Marian Härtel
Marian Härtel, Rathenaustr. 58a, 14612 Falkensee, info@itmedialaw.com

Marian Härtel - Rechtsanwalt für IT-Recht, Medienrecht und Startups, mit einem Fokus auf innovative Geschäftsmodelle, Games, KI und Finanzierungsberatung.

Welcome Back!

Login to your account below

Forgotten Password? Sign Up

Create New Account!

Fill the forms below to register

All fields are required. Log In

Retrieve your password

Please enter your username or email address to reset your password.

Log In
  • Informationen
    • Ideal partner
    • About lawyer Marian Härtel
    • Quick and flexible access
    • Principles as a lawyer
    • Why a lawyer and business consultant?
    • Focus areas of attorney Marian Härtel
      • Focus on start-ups
      • Investment advice
      • Corporate law
      • Cryptocurrencies, Blockchain and Games
      • AI and SaaS
      • Streamers and influencers
      • Games and esports law
      • IT/IP Law
      • Law firm for GMBH,UG, GbR
      • Law firm for IT/IP and media law
    • The everyday life of an IT lawyer
    • How can I help clients?
    • Testimonials
    • Team: Saskia Härtel – WHO AM I?
    • Agile and lean law firm
    • Price overview
    • Various information
      • Terms
      • Privacy policy
      • Imprint
  • Services
    • Support and advice of agencies
    • Contract review and preparation
    • Games law consulting
    • Consulting for influencers and streamers
    • Advice in e-commerce
    • DLT and Blockchain consulting
    • Legal advice in corporate law: from incorporation to structuring
    • Legal compliance and expert opinions
    • Outsourcing – for companies or law firms
    • Booking as speaker
  • News
    • Gloss / Opinion
    • Law on the Internet
    • Online retail
    • Law and computer games
    • Law and Esport
    • Blockchain and web law
    • Data protection Law
    • Copyright
    • Labour law
    • Competition law
    • Corporate
    • EU law
    • Law on the protection of minors
    • Tax
    • Other
    • Internally
  • Podcast
    • ITMediaLaw Podcast
  • Knowledge base
    • Laws
    • Legal terms
    • Contract types
    • Clause types
    • Forms of financing
    • Legal means
    • Authorities
    • Company forms
    • Tax
    • Concepts
  • Videos
    • Information videos – about Marian Härtel
    • Videos – about me (Couch)
    • Blogpost – individual videos
    • Videos on services
    • Shorts
    • Podcast format
    • Third-party videos
    • Other videos
  • Contact
  • en English
  • de Deutsch
Kostenlose Kurzberatung