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Rechtsanwalt Marian Härtel - ITMediaLaw

Unjustified termination and claim for damages with influencer agencies

26. August 2024
in Law on the Internet
Reading Time: 2 mins read
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lawyer is providing information about the client s 2022 10 06 05 57 37 utc
Key Facts
  • Premature change of influencers can lead to considerable financial losses for agencies.
  • Commission-based cooperation leads to losses in the event of premature changes and inadequate sunset clauses.
  • Claims for damages according to § 280 BGB require proof of unjustified termination.
  • Liability due to c.i.c. applies in case of culpable behavior of the influencer during contract negotiations.
  • Careful contract drafting with clear notice periods and documentation is essential.
  • Agencies should foster long-term relationships to minimize risk.
  • Determining damages in the event of a dispute requires detailed documentation of expenses.

Unjustified termination and claim for damages with influencer agencies

Content Hide
1. Unjustified termination and claim for damages with influencer agencies
1.1. Commission-based cooperation and sunset clauses
1.2. Claims for damages according to § 280 BGB
1.3. Liability for culpa in contrahendo (c.i.c.)
1.4. Contract drafting and documentation
1.5. Conclusion

The premature transfer of influencers to other agencies poses a significant problem for influencer agencies. The acquisition of clients and the planning of advertising campaigns can take several months, with agencies already investing considerable resources during this time. If an influencer then resigns without justification shortly before or during a campaign, this can lead to considerable financial losses for the agency.

 

YouTube video

Commission-based cooperation and sunset clauses

In many cases, influencer agencies work on a commission basis, i.e. they receive a percentage of the income from the advertising campaigns. If an influencer changes prematurely, the agency not only loses the expected commission, but also the investment in customer acquisition and campaign planning. Even if the contract contains sunset clauses that guarantee the influencer a commission for a certain period after the end of the contract, these often do not go far enough to compensate for the agency’s losses.

Claims for damages according to § 280 BGB

One way for agencies to protect themselves against influencers who terminate their contracts without justification is to assert claims for damages. The first step is to check whether the termination was actually unjustified, i.e. whether the influencer terminated the contract prematurely without good cause. Good cause could exist, for example, if the agency breaches its contractual obligations or if the influencer is no longer able to provide the agreed services for personal reasons.

If there is no justification for termination, the agency may demand compensation in accordance with Section 280 BGB. In particular, the loss of profit from the planned advertising campaigns as well as useless expenses for customer acquisition and campaign planning must be taken into account. However, the influencer is only liable if he is responsible for the breach of contract, i.e. if he has acted intentionally or negligently.

Liability for culpa in contrahendo (c.i.c.)

In addition to claims for damages under Section 280 BGB, the influencer may also be liable for culpa in contrahendo (c.i.c.). This applies if the influencer did not intend to fulfill the contract until the agreed end when the contract was concluded or if the influencer culpably raised false expectations with the agency during the term of the contract, on which the agency based its dispositions.

Contract drafting and documentation

In order to be able to effectively assert claims for damages, influencer agencies should carefully draft their contracts and, in particular, provide for notice periods, sunset clauses and contractual penalties in the event of unjustified termination by the influencer. Detailed documentation of the expenses for customer acquisition and campaign planning can also help to quantify the damage incurred in the event of a dispute.

Conclusion

The premature change of influencers presents agencies with major challenges. To protect themselves against financial losses, agencies should check whether an unjustified termination triggers claims for damages. In particular, the provisions of Section 280 BGB and c.i.c. must be observed. Careful contract drafting and documentation can make it easier to enforce claims. Nevertheless, the assertion of claims for damages often remains a difficult undertaking, so agencies are well advised to minimize the risk of a premature change in advance by carefully selecting influencers and building long-term relationships.

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: AgenturenCommissionContract designDamagesHaftungInfluencerInvestmentsKündigungRiskVerträge

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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
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