{"id":31216,"date":"2015-04-10T10:56:05","date_gmt":"2015-04-10T08:56:05","guid":{"rendered":"https:\/\/kpw.law\/seo-and-sea-service-contract-or-contract-for-work\/"},"modified":"2026-03-27T07:06:24","modified_gmt":"2026-03-27T05:06:24","slug":"seo-and-sea-service-contract-or-contract-for-work","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/seo-and-sea-service-contract-or-contract-for-work\/","title":{"rendered":"SEO and SEA: Service contract or contract for work?"},"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=\"924a28\" data-has-transparency=\"false\" style=\"--dominant-color: #924a28;\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-31214 size-large not-transparent\" alt=\"SEO und SEA: Dienstvertrag oder Werkvertrag?, Rechtsanwalt, IT-Recht\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/SEO-und-SEA-Dienstvertrag-oder-Werkvertrag-1024x576.jpg\" data-object-fit=\"cover\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/SEO-und-SEA-Dienstvertrag-oder-Werkvertrag-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/SEO-und-SEA-Dienstvertrag-oder-Werkvertrag-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/SEO-und-SEA-Dienstvertrag-oder-Werkvertrag-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/SEO-und-SEA-Dienstvertrag-oder-Werkvertrag-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/SEO-und-SEA-Dienstvertrag-oder-Werkvertrag-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_1471668066434e613a780819e2af80c9\" 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\">SEO and SEA.<\/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\">Service contract or<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-503cc09d7fe26dbab848e88107ad0746\" 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\">Contract for work<\/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=\"2015-04-10T10:56:05+02:00\">10. April 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>Search engine optimization (SEO for short) and search engine advertising (SEA for short) are important tools for boosting sales in today&#8217;s Internet age. Many agencies offer their services for this purpose. But what do customers get for their money and what contractual claims do they have?    <\/strong>The Cologne Regional Court has taken a position on this.<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-worum-geht-s\">What is it all about?<\/h2>\n\n<p id=\"h-ein-unternehmen-erwarb-2012-lizenzrechte-einer-textilmarke-fur-deutschland-osterreich-schweiz-frankreich-und-benelux-der-vertrieb-sollte-zunachst-nur-uber-das-internet-erfolgen-weshalb-das-unternehmen-eine-internet-und-werbeagentur-beauftragte-die-agentur-schlug-dem-unternehmen-ein-vertrages-uber-eine-internetagentur-flatrate-mit-einem-stundenkontingent-von-575-stunden-jahrlich-vor-mit-dem-man-fur-den-gewunschten-umfang-des-onlineshops-hinkomme-verbleibende-zeitkontingente-konnten-nbsp-auf-sonstige-werbung-verwendet-werden\">In 2012, a company acquired license rights to a textile brand for Germany, Austria, Switzerland, France and Benelux. Initially, distribution was only to take place via the internet, which is why the company commissioned an internet and advertising agency. The agency proposed a contract to the company for an &#8220;internet agency flat rate&#8221; with an hourly quota of 575 hours per year, which would be sufficient for the desired scope of the online store. Any remaining time could be used for other advertising.   <\/p>\n\n<p>At the end of 2012, the parties then concluded a contract for an &#8220;Internet agency flat rate&#8221; with a monthly flat fee of EUR 4,400 net. The price of EUR 2,990 included an &#8220;online marketing flat rate&#8221;. Its scope of services was described as follows:  <\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-turquoise-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 scope of services includes the following in-house services: Project management, consulting, conception \/ strategy, online advertising media (e.g. banners), search engine optimization (SEO), search engine advertising (SEA, e.g. Google-Adwords \/ Facebook, each excl. media budget \/ switching volume), affiliate marketing, newsletter marketing, voucher portal support, price search engines, web controlling (e.g. with Google-Analytics), social media consulting, a monthly reporting of online marketing key figures, activities as well as also a compact competitive comparison of up to three relevant competitors. A maximum of 350 hours are available per year (per 12-month period). <\/p>\n<\/blockquote>\n<\/div>\n\n<p>The scope of services of the Internet agency flat rate was defined as follows:<\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-turquoise-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 scope of services includes all services of the above-mentioned online marketing flat rate as well as the following in-house services in relation to all Internet activities: project management, consulting, conception \/ strategy, creation \/ design \/ layout \/ final artwork, text work in German (excl. translations) as well as all Internet programming services. A maximum of 575 hours are available per year (per 12-month period). <\/p>\n<\/blockquote>\n<\/div>\n\n<p>The GTC went on to say:<\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-turquoise-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 services to be provided are jointly planned, decided and implemented by the agency. The client pays a fixed, monthly flat fee (depending on the above-mentioned flat rate model) plus VAT (&#8230;) A flat-rate service contract is concluded between the client and the agency rather than a contract for work and services. Excluded from the framework agreement are third-party services, such as media budgets for Google Adwords, affiliate commissions, ad placements, etc. The framework agreement begins on the desired start date and has an initial term of 24 months from this date. Unless the framework agreement is terminated in writing by one of the parties 6 months before expiry, the agreement is always extended by a further 12 months under the same conditions.     (&#8230;).<\/p>\n<\/blockquote>\n<\/div>\n\n<p>A kick-off workshop was then held in 2013. The contract was then duly terminated in June with effect from 31.12.2013. The company ceased payment after June 2013 and demanded the return of the amounts previously paid in the amount of EUR 36,652.00 due to fraudulent misrepresentation, as the services provided had a value of EUR 3,000.00 at most.  <\/p>\n\n<p>The agency took a different view. In its view, there was a service contract, meaning that the company had to pay the agreed flat-rate remuneration. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-entscheidung-des-gerichts\">Decision by the court<\/h2>\n\n<p>The Regional Court of Cologne (<a title=\"Regional Court Cologne - Judgment of 20.02.2015 - Ref. 12 O 186\/13\" href=\"https:\/\/openjur.de\/u\/765547.html\" target=\"_blank\" rel=\"noopener\">Judgment of 20.02.2015 &#8211; Ref. 12 O 186\/13 <\/a>) ruled in favor of the agency.<\/p>\n\n<p>The contract is a service contract. This is clear from the wording and the fact that it is a framework agreement under which several individual services can be called up. Online marketing services, which are to be qualified as contractual services, are an essential part. In this case, mere action and no success was owed.   <\/p>\n\n<p>In contrast, the &#8220;internet agency flat rate&#8221; with performance-related services is only an extension. Although these were elements of a contract for work, they were not so significant that the entire contract had to be classified as a contract for work. <\/p>\n\n<p>As this is a service contract, acceptance by the agency client is therefore irrelevant. Rather, the payment promised to the agency was to be made regardless of the actual performance. The Cologne judges were also unable to identify any grounds for rescission.  <\/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>The case shows once again what serious consequences the contractual classification can have in the event of a dispute and that attention must be paid to this when drafting contracts. It is correct that SEO and SEA contracts are generally to be classified as service contracts. The fact that all services are accordingly subject to service contract law could have been seen differently.  <\/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_18b1005edd15e675fc7985c6c65cfd20\" 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\">IT 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>The contractual classification of SEO and SEA services provided by agencies as a service contract or contract for work is of great relevance in the event of a dispute.  <\/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":[5105,6143,6144,5592,6140,6146,5878,6147,6075,6142,6141,6145],"thema":[4988],"rechtsgebiet":[5012],"produkt":[4913,5065,4934,5007,4912,4935,4918,4920,4914],"class_list":["post-31216","post","type-post","status-publish","format-standard","hentry","category-general","tag-advertising","tag-advertising-agency","tag-affiliate","tag-affiliate-marketing-en","tag-banner-advertising","tag-internet-agency","tag-online-advertising","tag-sea","tag-search-engine","tag-search-engine-marketing","tag-seo","tag-service-contract","thema-keyword-advertising-en","rechtsgebiet-it-law","produkt-advertising-advice","produkt-advice-on-information-obligations-in-e-commerce","produkt-consulting-online-trading-platforms","produkt-e-commerce-consulting","produkt-online-advertising-consulting","produkt-online-store-review","produkt-software-consulting","produkt-software-development-consulting","produkt-website-internet-presence-consulting"],"acf":[],"yoast_head":"<!-- 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