{"id":29363,"date":"2017-11-24T10:10:10","date_gmt":"2017-11-24T08:10:10","guid":{"rendered":"https:\/\/kpw.law\/instagram-temporary-injunction-against-influencer-for-surreptitious-advertising\/"},"modified":"2026-03-11T23:34:25","modified_gmt":"2026-03-11T21:34:25","slug":"instagram-temporary-injunction-against-influencer-for-surreptitious-advertising","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/instagram-temporary-injunction-against-influencer-for-surreptitious-advertising\/","title":{"rendered":"Instagram: Temporary injunction against influencer for surreptitious advertising"},"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 is-light 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=\"d193a3\" data-has-transparency=\"false\" style=\"--dominant-color: #d193a3;\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-29354 size-large not-transparent\" alt=\"Schleichwerbung durch Influencer, Blog, Werbung, Wettbewerbsrecht, Transparenz, Rechtsanwalt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Schleichwerbung-durch-Influencer-1024x576.jpg\" data-object-fit=\"cover\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Schleichwerbung-durch-Influencer-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Schleichwerbung-durch-Influencer-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/Schleichwerbung-durch-Influencer-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/Schleichwerbung-durch-Influencer-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Schleichwerbung-durch-Influencer-2048x1152.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_0b80b59b31b90abb479a93dc502e9414\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-size:clamp(3.037rem, 3.037rem + ((1vw - 0.2rem) * 4.938), 6rem);font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">Surreptitious advertising<\/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\">through<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-351df83c162cc4ed1089e58198c762a5\" 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\">influencers<\/span>.<\/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=\"2017-11-24T10:10:10+02:00\">24. November 2017<\/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>More and more companies are using influencers to advertise on social media platforms such as Instagram. However, labeling obligations must be observed. This is because it is not uncommon for legal violations to result in cease and desist letters and claims for damages.    <\/strong>This is confirmed by a judgment of the Hagen Regional Court.<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-schleichwerbung-durch-mode-bloggerin-auf-instagram\">Surreptitious advertising by fashion blogger on Instagram?<\/h2>\n\n<p>A fashion blogger published photos of herself with <a href=\"https:\/\/kpw.law\/industries\/mode-und-textil\/\">fashion items<\/a>, such as a watch or a handbag, on Instagram. The brand products were linked to the homepage of the respective company. There was no indication in the blog entry with the word &#8220;advertisement&#8221;, &#8220;advertising&#8221; or similar to indicate that it was <a href=\"https:\/\/kpw.law\/en\/industries\/advertising\/\">advertising <\/a>.  <\/p>\n\n<p>A competition association saw this as surreptitious advertising and therefore a breach of competition law, issued a cease and desist letter to the fashion blogger and then applied for a temporary injunction. Such an injunction was also issued by Hagen District Court. The fashion blogger&#8217;s appeal was unsuccessful.  <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-die-entscheidung-des-gerichts\">The court&#8217;s decision<\/h2>\n\n<p>The Hagen Regional Court confirmed with  <a href=\"https:\/\/www.justiz.nrw.de\/nrwe\/lgs\/hagen\/lg_hagen\/j2017\/23_O_30_17_Urteil_20170913.html\" target=\"_blank\" rel=\"noopener noreferrer\">Judgment of 13.09.2017 &#8211; Ref. 23 O 30\/17   <\/a>the preliminary injunction. The court ruled that the images posted online and their links to the respective companies without indicating that they were advertising constituted an infringement of competition law. <\/p>\n\n<p>The commercial purpose is not recognizable if the external appearance of the commercial activity is designed in such a way that the consumer cannot clearly and unambiguously recognize its commercial purpose. This was the case because, on the face of it, it was merely a fashion blog where the fashion blogger talked to her followers about her outfits. At first glance, it is not apparent that the main aim of these images is to advertise the products shown in the image.  <\/p>\n\n<h2 class=\"wp-block-heading\">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>If advertising by fashion bloggers on social media platforms is not sufficiently labeled as advertising, this constitutes anti-competitive surreptitious advertising. The commercial purpose of a post on Instagram and the like must be clearly recognizable. <\/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_8dfbac5ee315fb94260fa9606f9ee9a2\" 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\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-size:clamp(2.2rem, 2.2rem + ((1vw - 0.2rem) * 3), 4rem);font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">Competition law!<\/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=\"8\"><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>More and more companies are advertising with influencers on social media platforms such as Instagram without complying with labeling requirements.<\/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":[5105,5029,5027,5038,5642,5564,5575,5876,5875,5878,5877,5191,5879],"thema":[5880],"rechtsgebiet":[4987,5012,5320],"produkt":[4913,5134,4981,4912,4982,5775],"class_list":["post-29363","post","type-post","status-publish","format-standard","hentry","category-general","tag-advertising","tag-fashion","tag-fashion-articles","tag-fashion-blog","tag-influencer-en","tag-infringement-of-competition-law","tag-instagram-en","tag-labeling","tag-linking","tag-online-advertising","tag-social-media","tag-social-media-platform","tag-surreptitious-advertising","thema-fashion-and-textiles","rechtsgebiet-competition-law","rechtsgebiet-it-law","rechtsgebiet-press-and-media-law","produkt-advertising-advice","produkt-advice-on-competition-law","produkt-defense-against-warning-letter-under-competition-law","produkt-online-advertising-consulting","produkt-prosecution-of-infringement-of-competition-law","produkt-successfully-combating-competition-law-infringements"],"acf":[],"yoast_head":"<!-- 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advertising on social media platforms such as Instagram with influencers, sometimes even with surreptitious advertising.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/kpw.law\/en\/instagram-temporary-injunction-against-influencer-for-surreptitious-advertising\/\" \/>\n<meta property=\"og:site_name\" content=\"KPW Rechtsanw\u00e4lte und Fachanw\u00e4lte\" \/>\n<meta property=\"article:published_time\" content=\"2017-11-24T08:10:10+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-11T21:34:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/kpw.law\/wp-content\/uploads\/Schleichwerbung-durch-Influencer-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1440\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Clemens Pfitzer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" 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