• 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

Trademark infringement through metatags and SEO plugins

18. September 2024
in Other
Reading Time: 4 mins read
0 0
A A
0
51c69c04ef4a8420f3746eeb9c918284
Key Facts
  • The use of third-party trademarks in metatags entails legal risks and may be considered trademark infringement.
  • In 2006, the Federal Court of Justice ruled that non-visible meta tags are legally relevant.
  • In 2010, the BGH confirmed that non-visible trademark uses are trademarkable.
  • Frankfurt Higher Regional Court ruled in 2014 that the use of third-party trademarks in metatags is permitted under certain conditions.
  • The main criteria for trademark infringement are: unauthorized use and likelihood of confusion.
  • Warnings for the use of third-party trademarks are frequent and can result in high costs.
  • Companies should seek legal advice and regularly review their SEO strategy.

The use of third-party trademarks in meta tags or via SEO plugins is a common practice in digital marketing, but one that carries legal risks. Under certain circumstances, these methods can constitute trademark infringement and be subject to a warning. The legal assessment of this practice is complex and has been addressed in several court rulings that have defined the boundaries of what is permissible over time. It is important to understand that case law in this area is dynamic and evolves with the development of technology and online marketing.

Content Hide
1. Basic ruling of the BGH from 2006
2. Recent case law
3. Current legal assessment
4. Risk of warnings
5. Recommendations for practice
6. Conclusion
6.1. Author: Marian Härtel

Basic ruling of the BGH from 2006

The German Federal Court of Justice (BGH) issued a groundbreaking ruling on this issue on May 18, 2006 (case no. I ZR 183/03). The BGH ruled that the use of a third-party trademark as a metatag can constitute a trademark infringement. The court argued that although metatags are not visible to the average Internet user, they can still fulfill a function of identifying the origin of goods or services. This decision was groundbreaking, as it clarified for the first time that non-visible elements of a website can also be legally relevant. The BGH emphasized that the use of third-party trademarks in metatags is likely to exploit or impair the distinctive character or reputation of the trademark.

Recent case law

In the following years, courts have largely confirmed and clarified this line, taking into account changing technical circumstances and marketing practices:

1) In 2010, the Federal Court of Justice confirmed (case no. I ZR 51/08) that the use of a third-party trademark in the part of a website that is not immediately visible generally constitutes trademark use. This decision extended the scope of protection to other non-visible elements of a website, such as hidden texts or keyword stuffing. The court emphasized that it is not the perceptibility by the user that is important, but the function of the trademark as an indication of origin.

2 The Frankfurt Higher Regional Court clarified in 2014 (case no. 6 W 12/14) that the use of third-party brands in metatags is generally permitted if products of this brand are actually offered on the website. However, it is not permitted if users are to be redirected to other products. This decision differentiated the previous case law and created a framework for the legitimate use of trademarks in metatags. The court recognized that in certain cases there may be a legitimate interest in referring to the offer of branded products.

Current legal assessment

The use of third-party trademarks in metatags or SEO plugins can constitute trademark infringement if certain criteria are met. These criteria have emerged from the case law of recent years and provide a guideline for legal assessment:

1. the trademark is used without authorization. This is the case if the website operator is neither the owner of the trademark rights nor has a license to use them.

2. there is a likelihood of confusion on the part of the consumer. This may be the case if the type of use gives the impression that there is an economic or organizational connection to the trademark owner.

3. the use is not purely descriptive. Descriptive use, for example to indicate compatibility with products of the trademark, may be permissible.

It is important to note that not every use of another person’s trademark automatically constitutes an infringement. The context and type of use are decisive. Courts consider the overall circumstances of the individual case, including what is customary in the industry and the expectations of the average internet user.

Risk of warnings

Companies that use third-party brands in metatags or SEO plugins run the risk of being warned. Trademark owners can take action against such practices if they suspect an infringement of their rights. Warning letters in this area are not uncommon and can incur considerable costs. They usually include a request to cease and desist, the submission of a cease and desist declaration with a penalty clause and often also claims for damages. The costs of defending against an unjustified warning or fulfilling justified claims can be considerable. It is therefore advisable to carefully check the use of third-party trademarks in SEO measures and to seek legal advice in case of doubt.

Recommendations for practice

To minimize legal risks while implementing effective SEO strategies, companies should consider the following recommendations:

1. only use trademarks to which you own the rights or for whose use you have express permission. This is the safest way to avoid trademark infringements.

2. only use third-party trademarks in a descriptive context if you actually offer their products or provide services related to these products. Make sure that the use is fair and appropriate.

3. avoid using trademarks that have nothing to do with your offer. This could be seen as an attempt to profit from the brand’s reputation and is legally problematic.

4. regularly check your meta tags and SEO settings, especially if you use plugins or external service providers for your SEO. Brands are often inserted into meta tags unconsciously or automatically.

5. document your SEO strategy and the reasons for using certain keywords. This can be helpful in the event of a legal dispute to prove your intentions.

Conclusion

The use of third-party trademarks in metatags and SEO plugins remains a legally sensitive issue that requires careful consideration. While there are legitimate use cases, companies should be cautious and seek legal advice when in doubt to avoid warning letters and potential litigation. Case law in this area is constantly evolving and it is important to stay up to date. A balanced SEO strategy that considers both legal aspects and marketing objectives is the key to success in the digital age. Companies should always bear in mind that short-term SEO benefits from using other people’s trademarks can bring long-term legal and financial risks.

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: BghBrandsCase lawConsumerDeclaration of injunctionDevelopmentFairFederal courtFrankfurtJudgmentLizenzmarketingReviewRiskTechnologyWarning

Weitere spannende Blogposts

Image posting in closed FB group may infringe copyright

copyright
7. November 2022

Posting an image in the closed group on Facebook may be public copying and thus infringe copyrights. The Munich Regional...

Read moreDetails

EU Copyright Reform & Upload Filter

Working abroad in the EU? Do not forget A1 certificate!
7. November 2022

Yesterday evening, a decision was made in Brussels that many legal experts, but above all Internet companies and institutions, consider...

Read moreDetails

Tax law: What’s new in tax law besides home office?

Risk Social Security / Tax audit for streamers, esports enthusiasts, etc.
7. November 2022

Two days after the Bundestag, the Bundesrat also approved numerous new rules in tax law on 18.12.2020. The law can...

Read moreDetails

Pictograms can be copyrighted

copyright
24. June 2019

In a recent ruling, the Frankenthal District Court stated that pictograms can also be protected by copyright and therefore cannot...

Read moreDetails

Flying jurisdiction for Youtube not at the end?

youtube 3503481 960 720
7. November 2022

The Düsseldorf Regional Court has ruled in a preliminary injunction proceeding that the UWG amendment of December 2020 did not...

Read moreDetails

Influencer: Kammergericht mitigates LG Berlin

Brief reminder: Influencer as target of warning letters
7. November 2022

In the meantime, you can also find some explanations on my blog about case law concerning influencers. Just scroll down...

Read moreDetails

EU adopts copyright reform

7. November 2022

The more than controversial copyright reform were finally implemented today and a majority of the states of the EU have...

Read moreDetails

Management for OnlyFans artists: what to consider and how it differs from traditional influencer management

OnlyFans management contracts: What content?
24. October 2023

Management in the influencer sector is no longer uncharted territory. Numerous success stories have already been written with platforms such...

Read moreDetails

The legal protection of a business plan

5b698c02ae6e02ed43d05d01c467b658
10. July 2024

A business plan is an indispensable strategic document for start-ups and company founders. It serves as a roadmap for business...

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

7c0b449a651fe0b81e5eec2e23515012 2

Copyright in the digital age

15. January 2025

This insightful 20-minute podcast episode by and with me explores the complex topic of copyright in the digital age. The...

Read moreDetails
43a60cb39d7ea477ac8f3845c1b7739c

Legal advice for start-ups – investments that pay off

8. December 2024
da884f9e2769f2f96d6b74255be62c27

The role of the IT lawyer

5. September 2024
092def0649c76ad70f0883df970929cb

Influencers and gaming: legal challenges in the digital entertainment world

26. September 2024
86fe194b0c4a43e7aef2a4773b88c2c4

On the dark side? A lawyer in the field of tension of innovative start-ups

26. September 2024

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