{"id":30721,"date":"2026-01-16T09:00:00","date_gmt":"2026-01-16T07:00:00","guid":{"rendered":"https:\/\/kpw.law\/?p=30721"},"modified":"2026-01-16T12:07:54","modified_gmt":"2026-01-16T10:07:54","slug":"deceptive-packaging-too-much-air-in-the-box","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/deceptive-packaging-too-much-air-in-the-box\/","title":{"rendered":"Deceptive packaging: too much air in the box"},"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=\"289eaa\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-30719 size-large not-transparent\" alt=\"Mogelpackung: zu viel Luft im Karton, Wettbewerbsrecht, Shrinkflation, Rechtsanwalt, irref\u00fchrend\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Mogelpackung-zu-viel-Luft-im-Karton-1024x576.jpg\" style=\"--dominant-color: #289eaa; object-position:36% 99%\" data-object-fit=\"cover\" data-object-position=\"36% 99%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Mogelpackung-zu-viel-Luft-im-Karton-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Mogelpackung-zu-viel-Luft-im-Karton-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/Mogelpackung-zu-viel-Luft-im-Karton-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/Mogelpackung-zu-viel-Luft-im-Karton-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Mogelpackung-zu-viel-Luft-im-Karton-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_e4032a9f320846a6df72cfffa8988e08\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-gigantic-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\"><span class=\"v4-marker-highlight-background\">Deception:<\/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\">Too much air  <\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-1d09a2c4780f830ecc558f1f111ae7bd\" 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\">in the box.<\/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=\"2026-01-16T09:00:00+02:00\">16. January 2026<\/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>When does air in the packaging become an expensive infringement of competition law? Are supermarkets actually directly liable for the deceptive packaging of their own brands, or is this solely a matter for the manufacturer?   <\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-if-the-contents-do-not-deliver-what-the-packaging-promises\">If the contents do not deliver what the packaging promises<\/h2>\n\n\n\n<p>A discrepancy between the external size and the actual contents is not uncommon in the food trade. Consumer advocates speak of &#8220;air numbers&#8221;, lawyers of misleading information about the filling quantity. In times of &#8220;shrinkflation&#8221;, customers and associations are more sensitive than ever before.  <\/p>\n\n\n\n<p id=\"h-uberschrift\">But for companies, there is far more at stake than negative PR. If the packaging volume is artificially inflated without there being compelling technical reasons for this, there is a risk of <a href=\"https:\/\/kpw.law\/thema\/abmahnung\/\">cease and desist letters <\/a>for <a href=\"https:\/\/kpw.law\/rechtsgebiet\/wettbewerbsrecht\/\">competition law infringements<\/a>. The question of liability is particularly explosive in the case of private labels. Here the retailer slips into the role of quasi-manufacturer and can no longer hide behind its suppliers.   <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-lots-of-air-around-organic-tofu\">Lots of air around organic tofu<\/h2>\n\n\n\n<p>In the proceedings before the Heilbronn Regional Court (<a href=\"https:\/\/www.verbraucherzentrale.de\/sites\/default\/files\/2025-09\/250915-kaufland-lg-heilbronn-endurteil-vom-10.09.2025-az.-me-8-o-227-24.pdf\">Judgment of 10.09.2025 &#8211; Ref. Me 8 O 227\/24 <\/a>), the Baden-W\u00fcrttemberg Consumer Advice Center filed a lawsuit against the retailer Kaufland. The bone of contention was an &#8220;Organic Tofu Sesame Almond&#8221; from the private label &#8220;K-Take it Veggie&#8221;. <\/p>\n\n\n\n<p>The piece of tofu (net weight 200 g) had a volume of approx. 202 cm\u00b3. The cardboard outer packaging, on the other hand, had a volume of just under 560 cm\u00b3. This means that only around 36% of the carton was filled with food. The rest &#8211; almost two thirds of the pack &#8211; was air.   <\/p>\n\n\n\n<p>The retail company tried to defend itself in court by arguing that the packaging was technically necessary (e.g. to protect the vacuum bag or to keep the machine running) and that the manufacturer was also responsible for the filling.<\/p>\n\n\n\n<p>The Heilbronn Regional Court did not accept this argument and prohibited further sales in this product presentation. The decision is instructive as it clarifies the established case law on &#8220;deceptive packaging&#8221;. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-the-principle-of-misconception\">The principle of misconception<\/h3>\n\n\n\n<p>The court found that such packaging is misleading. The average consumer infers the quantity of the contents from the size of the packaging. If this expectation is disappointed, this constitutes an infringement of competition law.  <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-the-30-rule-as-an-indicator\">The &#8220;30% rule&#8221; as an indicator<\/h3>\n\n\n\n<p>A fixed limit value has been established in case law (e.g. by the Federal Court of Justice): An air content of more than 30 %<strong> <\/strong>is generally considered impermissible unless there are compelling technical reasons. Conversely, packaging should be at least two-thirds full (approx. 70%). In this case, however, the filling level was a meagre 36% &#8211; far from any tolerance threshold.  <\/p>\n\n\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-yellow-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--70);padding-left:var(--wp--preset--spacing--70)\">\n<p>The packaging design incriminated here is therefore misleading about the relative filling quantity, because the consumer expects the packaging of a product to be proportionate to the filling quantity contained therein in such a way that the product is filled to significantly more than just two thirds.<\/p>\n<\/blockquote>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-everyday-product-vs-luxury-good\">Everyday product vs. luxury good<\/h3>\n\n\n\n<p>An interesting detail of the ruling is the differentiation between product groups. In the case of luxury items (e.g. chocolates, perfumes or spirits in gift boxes), the consumer often accepts an elaborate presentation with more air, as the representation is part of the product. However, this does not apply to a basic foodstuff such as tofu in a plain cardboard box. According to the court, the customer expects efficiency and content. The court did the math: If the customer had received the expected filling quantity (approx. 70%), the product would effectively have been almost half as expensive &#8211; the deception therefore also disguised a price comparison.    <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-retailers-need-to-check-now\">What retailers need to check now<\/h2>\n\n\n\n<p>The ruling is a wake-up call, especially for the management of private labels. The blanket assertion &#8220;This is technically necessary&#8221; is no longer sufficient as a defense. <\/p>\n\n\n\n<p>If the air content exceeds 30%, the de facto burden of proof is reversed. The retailer must now explain and prove in detail why the packaging cannot be smaller. Reasons can be, for example  <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Protective gas atmosphere (necessary gas volume).<\/li>\n\n\n\n<li>Breakage protection (required cavity).<\/li>\n\n\n\n<li>Technical constraints of the filling systems (machine running).<\/li>\n<\/ul>\n\n\n\n<p>In the Heilbronn case, the retailer was unable to substantiate these reasons sufficiently.<\/p>\n\n\n\n<p>Companies should therefore act as follows:<\/p>\n\n\n\n<ul class=\"wp-block-list is-style-arrow\">\n<li><strong>Portfolio screening:<\/strong> Check the ratio of content to pack volume for the products. Identify products with an air content of &gt; 30 %. <\/li>\n\n\n\n<li><strong>Technical documentation:<\/strong> Request detailed justifications for cavities from your suppliers and bottlers <em>before<\/em> distribution. A general certificate is not sufficient; the necessity must be technically derivable for each product class. <\/li>\n\n\n\n<li><strong>Transparency offensive:<\/strong> Where a lot of air is technically necessary, the misleading effect can be neutralized by the product presentation. Use viewing windows, transparent films or clear information on the front (&#8220;Filling height technically limited&#8221; &#8211; although this sentence alone often does not protect the product if the air could be avoided). <\/li>\n<\/ul>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-conclusion\">Conclusion<\/h2>\n\n\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>The &#8220;air number&#8221; becomes a liability risk under competition law. Retailers who sell private labels are legally treated as manufacturers and must ensure that not only the quality of the <a href=\"https:\/\/kpw.law\/thema\/lebensmittel\/\">food <\/a>is right, but also that the packaging is honest. The 30% limit is an important guideline. If you exceed it, you need good arguments &#8211; or new packaging.  <\/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\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_dab3f8c9c0ccde2655cd01a63444c26e\" 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\">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>Court condemns retailer for deceptive packaging of organic tofu. All about the 30% limit for pack volume, the burden of proof and risks for product presentation. <\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904,1],"tags":[5744,5745,5327,6058,5484,6059,6060],"thema":[4994],"rechtsgebiet":[4987],"produkt":[],"class_list":["post-30721","post","type-post","status-publish","format-standard","hentry","category-general","category-unkategorisiert","tag-food-en","tag-food-trade","tag-misleading-en","tag-packaging","tag-packaging-design","tag-product-packaging","tag-shrinkflation","thema-food","rechtsgebiet-competition-law"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Deceptive packaging: too much air in the box<\/title>\n<meta name=\"description\" content=\"Court condemns retailer for deceptive packaging of organic tofu. 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