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Rechtsanwalt Marian Härtel - ITMediaLaw

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Rechtsanwalt Marian Härtel - ITMediaLaw

LG Munich: Affiliate links must be sufficiently identified!

29. July 2019
in Competition law, Warning
Reading Time: 2 mins read
0 0
A A
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selling 3213725 1280

Important verdict

Content Hide
1. Important verdict
2. What do You need to specify?
3. Warnings will follow
3.1. Author: Marian Härtel

Recently, the Higher Regional Court made a highly interesting ruling on the issue of labeling affiliate links (see my article on this in this post), of which I claim that 95% of the relevant agencies in the affiliate marketing sector are unaware and the remaining 5% are unaware of the implications.

I had already warned some clients, such as streamers, influencers and esports teams, because the risk of warning is likely to be at least as high as in the case of a lack of advertising labelling by influencers on Instagram.

I should be right, because I have just become aware of another judgment of the Munich Regional Court, which strikes the same notch.

What do You need to specify?

The latter decided that a website operator posting posts on its website must state sufficiently clearly that it participates in an affiliate partner program and receives a corresponding commission for the linked products. The fact that links in editorial contributions would generate commission claims for the publisher constitutes essential information within the meaning of Paragraph 5a of the UWG.

In the absence of labelling, the average consumer expects that links in editorial texts would otherwise be neutral, independent statements. Pure links are not obvious as advertising, as is the case, for example, with banner advertising.

A lack of labelling and thus deception of the user could lead to an influence on his purchasing decision, which is anti-competitive in this situation.

Warnings will follow

It is to be expected that warnings on this issue will increase in the coming months and that other courts will join the quite convincing case law. The first judgments, in conjunction with the influencer case law, provided quite precise indications as to when and how not only things such as product recommendations, but also paid links must be marked.

I can give comprehensive advice on this issue and, through my more than 15 years of professional experience in the operation and construction of brand agencies, not only give sensible advice from a business point of view, but also to review, prepare or optimise relevant contracts. .

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: AgenturenCase lawCommissionConsumerEsportInfluencerInformationInstagramJudgmentsmarketingPurchase decisionVerträgeWarning

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

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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
    • Videos on services
    • Shorts
    • Podcast format
    • Third-party videos
    • Other videos
  • Contact
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