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Rechtsanwalt Marian Härtel - ITMediaLaw

#FreedomOfTagging: Influencer and the VSW

21. December 2018
in Competition law
Reading Time: 2 mins read
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influencers 3151032 640

Influencer marketing is currently a hot topic again. This time it concerns Instagram influencer Vanessa Blumenthal, who continues to be in a legal battle with the notorious Social Competition Association.

The topic here, too, is the question of whether the tagging and linking of localities and companies must be labelled as advertising, even if there was no consideration in the specific post to the influencer.

While Blumenthal believes that an Instagram post also has private aspects and is not all advertising, the VSW sees it differently and finds that the influencer’s entire social media appearance is commercial and therefore every post is marked accordingly. Should.

This is not to be dismissed out of hand, especially when one considers the enormous influence that influencers can now exert. The District Court of Berlin did not agree with the influencer Vreni Frost, but with the VSW. However, the courts avoid the problem of why and how normal journalistic publications have the freedom to test computer games or other products, for example, without having to “tag” each video due to potential advertising.

The difference, however, is likely to lie in the concrete design of a social media appearance. Can one start from journalism? Do other content show independence? What frequency do you have, what kind of posts/content and what does the other marketing look like? Legal advice is an influencer, in this currently very confusing market, and this legal new territory, very advisable.

This is particularly true if, at some point, it has decided to give in by means of a declaration of injunction. Often enough, unneeded streamers and influencers get on their feet with the issue of “core-equal” infringement, and then the dispute rekindles with other sums due to required breaches of contract. One can be curious how the Koblenz judges position themselves now.

 

 

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: Berlin Regional CourtComputerComputer gameDeclaration of injunctionGamesInfluencerInstagramKIKoblenzmarketingTest

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  • 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
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    • Podcast format
    • Third-party videos
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