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Rechtsanwalt Marian Härtel - ITMediaLaw

Influencers don’t have to label opinion as an advertisement

16. July 2019
in Law on the Internet
Reading Time: 1 min read
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What actually sounds like a self-evident statement in the headline and may make many readers scratch their heads a little is in the current phase, in which it seems difficult to give perfect advice to influencers, streamers and other media-active mandates, perhaps not so self-evident.

On this very basis, however, the District Court of Hamburg this year overturned an injunction that was originally issued, which had previously been issued against an influencer on Instagram.

In the specific case, the 12th Civil Chamber of the Regional Court finally denied a commercial intention and decided that there had been a purely private expression of opinion. Freedom of expression also allows us to express its views on economic issues and also on companies and products, and to make negative and positive recommendations in this context.

With this ruling, however, the court is not so much going against the prevailing case law on labeling obligations, but is rather in line with, for example, the Court of Appeal in Berlin(see this article), which had thus corrected the Regional Court of Berlin(see this article).

The jurisprudence thus always crystallises that it is important to answer in detail the question whether an advertising label is necessary in the concrete way of the post, the concrete content and the respective circumstances (such as the events of the day). In the meantime, as a lawyer, you can give a rather good and helpful guide to this question.

Of course, it also depends on the specific way of the social media channel, namely how many followers you have, what other content is available and whether products are bought themselves or are mostly sponsored.

 

 

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 CourtCase lawCourt of AppealExpressionHamburgHamburg District CourtInfluencerInstagram

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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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