Creativity

meets

Strategy.

The best possible protection starts with understanding: We know the legal challenges faced by agencies and other companies in the advertising industry in IP and IT law and have been successfully advising our clients in this area for many years.

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Advertising

The advertising industry is a dynamic and creative environment that helps companies establish their trademarks, promote products and reach target groups effectively. Agencies, online marketing companies, creatives and other players implement innovative ideas and use the latest technologies to design successful campaigns.

The advertising industry is in a constant state of flux, characterized by technological innovations and changing consumer needs. While traditional advertising in print, radio and television used to be the main focus, the advertising industry is now dominated by online marketing.

This sector comprises a variety of players, including traditional advertising agencies, specialized online marketing companies and creative minds working together to communicate brand messages effectively.

Advertising is the art of creating entire worlds in just a few words.

Traditionally, the advertising industry is divided into several areas:

Creative agencies: They develop concepts and content for various media channels.
Media agencies: These are responsible for the strategic placement of advertising messages.
Specialized agencies: These include companies that focus on areas such as digital marketing, social media or influencer marketing.

Forms of advertising

Mit dem Aufkommen digitaler Plattformen haben sich neue Werbeformen etabliert, wie beispielsweise das Keyword-Advertising, bei dem Anzeigen basierend auf spezifischen Suchbegriffen geschaltet werden. Plattformen wie Google Ads ermöglichen es Unternehmen, ihre Zielgruppen präzise anzusprechen. Gleichzeitig gewinnen Analysetools für Webseiten an Bedeutung, um das Nutzerverhalten zu verstehen und Kampagnen zu optimieren. Der Einsatz von Künstlicher Intelligenz (KI) revolutioniert zudem die Personalisierung von Werbeinhalten und die Automatisierung von Prozessen.

Advertising is more than creativity – it is also a legal matter

Every advertising campaign, every advertising concept and every design idea raises legal questions. Whether registering and protecting trademarks, licensed content or fair competitive conditions – companies in the advertising industry have to deal with a wide range of legal requirements. In order to avoid cease and desist letters, lawsuits and economic risks, a legally secure basis is essential.

Trademarks in advertising

Eine starke Marke ist der Schlüssel zum Erfolg – doch nur, wenn sie auch rechtlich geschützt ist und nicht in Rechte Dritter eingreift. Markenrechtlich geschützte Namen, Logos und andere Markenformen sichern Unternehmen ihre Unverwechselbarkeit und verhindern, dass Dritte von ihrer Bekanntheit profitieren. Für Werbeagenturen und Kreative ist es daher essenziell, bereits bei der Konzeption von Marken und Kampagnen auf markenrechtliche Aspekte zu achten.

We support agencies and creative professionals who develop trademarks for their clients in ensuring that they are legally secure and do not infringe on the earlier laws of third parties and can be protected under trademark law. We also support advertisers and their clients in the registration, administration and monitoring of trademark rights.

Designs and copyrights in the advertising industry

Das Designrecht schützt die äußere Gestaltung von Produkten – in der Werbebranche betrifft dies unter anderem Logos, Verpackungsdesigns, Werbematerialien und digitale Inhalte. Agenturen können hier für ihre Kunden Designrechte schützen und die kreative Eigenleistung rechtlich absichern.

Besonders kreative Werke – wie ikonische Kampagnenmotive, Illustrationen oder charakteristische Designelemente – können zusätzlich durch das Urheberrecht geschützt sein. Dies gilt insbesondere dann, wenn eine ausreichende Schöpfungshöhe erreicht wird. Der Vorteil gegenüber dem Design- und Geschmacksmusterrecht liegt in der längeren Schutzdauer und der automatischen Entstehung des Urheberrechtsschutzes ohne vorherige Anmeldung.

We support advertising agencies and creative service providers in protecting the results of their creative services for them or their clients.

Competition law is advertising law

Wettbewerbsrechtliche Vorgaben sind in der Werbung stets zu berücksichtigen, möchten man Abmahnungen und Streitigkeiten vermeiden. Agenturen haften regelmäßig dafür, dass die von ihnen erstellten Werbemaßnahmen und Werbekampagnen wettbewerbsrechtlich zulässig sind, da sie andernfalls mangelhaft sind. Daher müssen Agenturen darauf achten, dass ihre Arbeitsergebnisse wettbewerbskonform sind.

We support advertising agencies, creatives and companies by checking the legal admissibility of advertising measures in advance so that legal problems do not arise in the first place. In the event of competition law disputes, we support our clients by enforcing justified claims of our clients and defending claims against our clients in the best possible way.

Artificial intelligence in advertising

The use of generative processes in advertising in particular is changing the advertising industry forever. Graphic designers, copywriters, filmmakers and other creative professions in advertising are seeing their work massively transformed by artificial intelligence. The question arises as to who is responsible for the content and who has any laws over the work results.

Data protection in advertising

Due to the increasing digitalization of the advertising industry and advertising measures, data protection issues are also playing an ever greater role for agencies, whether for their own purposes or in the implementation of Internet projects for clients.

We advise agencies on this so that they can offer their customers legally compliant solutions.