LG Berlin on separation of advertising and content in newsletters

It is always surprising to come across judgments that are provoked by the parties based on actual clearly formulated laws and relevant case law.

Key Facts

Berlin Regional Court ruled on 28.06.2022 that advertising in newsletters must be clearly marked.
The separation requirement demands a clearly visible reference to the commercial nature of the advertising contributions.
Editorial and advertising contributions should be clearly differentiated visually.
The ruling follows the already existing understanding of influencers and print publications.
The decision is based on clearly formulated laws and relevant case law.
Newsletter design must provide clear information for consumers to avoid confusion.
The ruling shows that legal standards also apply to digital media.

The Berlin Regional Court (WRP 2022, 1437-1440 (judgment of 28.06.2022, 102 O 61/22)) recently ruled in this way.

If editorial and advertising contributions are announced in the newsletter of a computer magazine with almost identically designed “teasers” (each with a headline, a picture, a short text and a colored button with the inscription “Read more”), the separation requirement requires a clearly noticeable reference to the commercial character of the advertising contributions. …

What has long been suspected in the case of influencers (see the numerous blog posts here on the site) and is hardly disputed elsewhere in print, actually follows qua context of meaning for newsletters as well. But the Berlin Regional Court nevertheless confirmed this not too surprising legal opinion.

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.