{"id":27926,"date":"2015-01-17T12:09:36","date_gmt":"2015-01-17T10:09:36","guid":{"rendered":"https:\/\/kpw.law\/the-marlboro-man-and-the-tobacco-advertising-ban\/"},"modified":"2026-04-04T12:19:10","modified_gmt":"2026-04-04T10:19:10","slug":"the-marlboro-man-and-the-tobacco-advertising-ban","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/the-marlboro-man-and-the-tobacco-advertising-ban\/","title":{"rendered":"The Marlboro Man and the tobacco advertising ban"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-background-blend is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull v4-pattern-hero__cover\" style=\"padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80);min-height:75vh;aspect-ratio:unset;\"><img data-dominant-color=\"9c5814\" data-has-transparency=\"false\" style=\"--dominant-color: #9c5814;\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"585\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-27921 size-large not-transparent\" alt=\"Marlboro Man, Tabakwerbeverbot, Werbung, Tabak, E-Zigarette, Werberecht, Rechtsanwalt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Der-Marlboro-Mann-und-das-Tabakwerbeverbot-1024x585.jpg\" data-object-fit=\"cover\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Der-Marlboro-Mann-und-das-Tabakwerbeverbot-1024x585.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Der-Marlboro-Mann-und-das-Tabakwerbeverbot-300x171.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/Der-Marlboro-Mann-und-das-Tabakwerbeverbot-768x439.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/Der-Marlboro-Mann-und-das-Tabakwerbeverbot-1536x878.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Der-Marlboro-Mann-und-das-Tabakwerbeverbot-2048x1170.jpg 2048w\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-base-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:5em\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-1d4b5d69 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--80);padding-top:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_d7e0989702b5b6acde449b15e979f9d6\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-x-large-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">The  <\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-9d4246a37fba8ff4cdda4201b6ac86d1\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\"><span class=\"v4-marker-highlight-background\">MARLBORO man<\/span><\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:15%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">and the<\/p>\n\n\n\n<p class=\"has-base-color has-text-color has-link-color has-huge-font-size wp-elements-3388f89bc64c70c6a39f40d6586801d2\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">Tobacco advertising ban.<\/p>\n\n<\/div> \r\n<\/h1>\n\n\n<div class=\"wp-block-group has-small-font-size is-nowrap is-layout-flex wp-container-core-group-is-layout-76c96157 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0;padding-top:0;padding-bottom:0;font-style:italic;font-weight:300;text-transform:uppercase\"><div style=\"font-style:italic;font-weight:300;text-transform:uppercase;\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2015-01-17T12:09:36+02:00\">17. January 2015<\/time><\/div>\n\n\n<p>from<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600;\" class=\"wp-block-post-author-name\">Clemens Pfitzer<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-c93ec0be wp-block-group-is-layout-constrained\">\n<p><strong>Between 1950 and the end of the last century, he was probably one of the best-known advertising icons: The Marlboro Man.  <\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-der-marlboro-mann\">The Marlboro Man<\/h2>\n\n<p>Between 1950 and the end of the last century, he was probably one of the best-known advertising icons: The Marlboro Man. The cowboy who rode across the American prairie to spread the image of adventure and freedom for the <a href=\"https:\/\/kpw.law\/en\/industries\/tobacco-and-e-cigarettes\/\">cigarette industry <\/a>was probably known to everyone, smokers and non-smokers alike. Now the most famous of them has died. An occasion to shed light on the changes in tobacco advertising.  <\/p>\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading\" id=\"h-darell-winfried\" style=\"border-style:none;border-width:0px;margin-top:0;margin-right:0;margin-bottom:0;margin-left:0;padding-top:0\">Darell Winfried<\/h3>\n\n\n\n<p>Darrell Winfried, probably the best-known Marlboro man, died this week at the age of 85, as the <a title=\"FAZ: The Marlboro man is dead \" href=\"http:\/\/www.faz.net\/aktuell\/gesellschaft\/menschen\/darrell-winfield-der-marlboro-mann-ist-tot-13372792.html\" target=\"_blank\" rel=\"noopener\">FAZ <\/a>reports.<\/p>\n\n\n\n<p>Cigarette advertising, which used to be ubiquitous, has now largely disappeared due to increasingly strict legal requirements.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image alignright\"><a href=\"https:\/\/adprinciples.files.wordpress.com\/2013\/04\/marlboro1.jpg\"><img decoding=\"async\" sizes=\"(max-width: 450px) 100vw, 450px\" src=\"https:\/\/adprinciples.files.wordpress.com\/2013\/04\/marlboro1.jpg\" alt=\"Marlboro Man\" class=\"wp-image-8971\" \/><\/a><\/figure>\n<\/div>\n<\/div>\n\n<p>Until the 1990s, there were still cigarette promotions, Formula 1 cars with cigarette logos and heaps of cigarette advertising, but at the beginning of this millennium, the <a title=\"DIRECTIVE 2003\/33\/EC\" href=\"http:\/\/eur-lex.europa.eu\/LexUriServ\/LexUriServ.do?uri=OJ:L:2003:152:0016:0019:DE:PDF\" target=\"_blank\" rel=\"noopener\">Tobacco Advertising Directive<\/a> banned <a href=\"https:\/\/kpw.law\/en\/industries\/advertising\/\">advertising <\/a>for tobacco products in the press, radio, Internet television and for sponsorship in the EU. Currently, only billboard advertising at points of sale and advertising films in cinemas in the evening are still permitted. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-tabakwerbeverbote\">Tobacco advertising bans<\/h2>\n\n<p>There are also bans on the content of tobacco advertising. For example, it is no longer permitted to give the impression that the consumption of tobacco products is harmless to health or is suitable for having a positive effect on the functioning of the body, performance or well-being. Advertising must also not be aimed at young people or make the inhalation of tobacco smoke appear worthy of imitation. The Marlboro Man is therefore unlikely to exist today.   <\/p>\n\n<p>The remaining advertising opportunities for the tobacco industry may also be abolished. In future, instead of the Marlboro Man, packs will be <a title=\"EU Parliament in favor of shock images on cigarette packets\" href=\"http:\/\/www.tagesspiegel.de\/wirtschaft\/tabakrichtlinie-eu-parlament-fuer-schockbilder-auf-zigarettenschachteln\/8901754.html\" target=\"_blank\" rel=\"noopener\">adorned with shock images of smokers&#8217; lungs and other consequences of smoking<\/a>. At any rate, this is what the new <a title=\"DIRECTIVE 2014\/40\/EU\" href=\"http:\/\/ec.europa.eu\/health\/tobacco\/docs\/dir_201440_de.pdf\" target=\"_blank\" rel=\"noopener\">tobacco directive <\/a>, which came into force on 20.05.2014, envisages, although it is still awaiting implementation in Germany, but will also apply in Germany from 20.05.2016 at the latest.  <\/p>\n\n<p>In future, existing warnings such as &#8220;Smoking is deadly&#8221; will become mandatory throughout Europe, as will the statement &#8220;Tobacco smoke contains over 70 substances that have been proven to be carcinogenic&#8221;.<\/p>\n\n<p>The now popular e-cigarette is also covered by the directive and the advertising bans it contains. In this respect, they are largely treated in the same way as tobacco products. In the past, the courts have already banned statements to the effect that e-cigarettes are more harmless than cigarettes.  <\/p>\n\n<p>The OLG Hamm (<a href=\"https:\/\/openjur.de\/u\/654426.html\">Judgment of 22.10.2013 &#8211; Ref. 4 U 91\/13 <\/a>) banned the statement that an e-cigarette is &#8220;at least 1,000 times less harmful than a tobacco cigarette&#8221; as misleading.<\/p>\n\n<p>Advertising that e-cigarettes are completely harmless to health was previously banned by Arnsberg Regional Court<span class=\"etyp\">(judgment<\/span> of <span class=\"edat\">15. 10. 2012<\/span> &#8211; Ref. <span class=\"az\">41 HK O 303\/12<\/span>). Similarly, the Higher Regional Court of Frankfurt am Main<a href=\"https:\/\/openjur.de\/u\/690567.html\"><span class=\"etyp\">(judgment<\/span> of <span class=\"datum\">27.02.2014<\/span> &#8211; Ref. <span class=\"az\">6 U 244\/12<\/span><\/a> <span class=\"az\">). The new directive should provide more clarity in this area for e-cigarettes.   <\/span><\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-fazit\">Conclusion<\/h2>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>Tobacco advertising is now hardly possible and, if it is, it is largely regulated, so that manufacturers and sellers have to pay meticulous attention to the legal requirements if they do not want to expose themselves to competition law claims. The days of the Marlboro Man&#8217;s adventure and freedom are certainly over for the tobacco industry. <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide v4-pattern-cta-box has-secondary-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-a7c0d175 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-right:0;padding-bottom:0\">\n<div class=\"wp-block-columns alignwide are-vertically-aligned-top v4-pattern-cta-box__columns is-layout-flex wp-container-core-columns-is-layout-ec2e7a44 wp-block-columns-is-layout-flex\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column is-layout-flow wp-container-core-column-is-layout-bce6ca70 wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:0;flex-basis:60%\">\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-right is-layout-constrained wp-container-core-group-is-layout-5c12a1d1 wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_50d6fde9f2f06cdc96d5366e2c4600ae\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">We are happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">advise you about<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">Advertising rights!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-5c3c14bb wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\r\n\r\n<div class=\"wp-block-visual4-contact-modal__button\">\r\n            \r\n        <div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\r\n            \r\n\r\n<div class=\"wp-block-button v4-contact-modal-button is-style-fill\" style=\"font-style:normal;font-weight:600\" data-form-id=\"2\"><a class=\"wp-block-button__link has-contrast-color has-base-background-color has-text-color has-background has-link-color wp-element-button\">Contact form<\/a><\/div>\r\n\r\n        <\/div>\r\n        \r\n    <\/div>\n\n\n<div class=\"wp-block-buttons is-style-mobile-only is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-fc4fd283 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-arrow is-style-fill\"><a class=\"wp-block-button__link has-base-background-color has-background wp-element-button\" href=\"tel:4971141019030\" style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50);font-style:normal;font-weight:600\">Call now!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column v4-pattern-cta-box__columns-column--image is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full v4-pattern-cta-box__columns-column__image\"><img decoding=\"async\" src=\"https:\/\/kpw.law\/wp-content\/themes\/kpw-law\/assets\/samples\/person-cropped.png\" alt=\"\" class=\"wp-image-23155\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Probably no longer permitted today: The Marlboro Man, cigarette icon of the 20th century. On the changes and requirements for tobacco and cigarette advertising. <\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"single-post","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904],"tags":[5477,5476,5670,5671,5472,5673,5672,5473,5478,5474],"thema":[],"rechtsgebiet":[4987],"produkt":[4913,4981,4982],"class_list":["post-27926","post","type-post","status-publish","format-standard","hentry","category-general","tag-cigarettes","tag-e-cigarette","tag-marlboro-en","tag-marlboro-man","tag-organic-tobacco","tag-shock-images","tag-smoke","tag-tobacco","tag-tobacco-advertising","tag-tobacco-advertising-ban","rechtsgebiet-competition-law","produkt-advertising-advice","produkt-defense-against-warning-letter-under-competition-law","produkt-prosecution-of-infringement-of-competition-law"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Marlboro Man and the tobacco advertising ban - Advertising law<\/title>\n<meta name=\"description\" content=\"Probably no longer permitted today: The Marlboro Man, cigarette icon of the 20th century. 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