{"id":31349,"date":"2026-02-13T08:00:00","date_gmt":"2026-02-13T06:00:00","guid":{"rendered":"https:\/\/kpw.law\/?p=31349"},"modified":"2026-03-19T11:09:37","modified_gmt":"2026-03-19T09:09:37","slug":"medfluencer-doctor-advertises-on-instagram","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/medfluencer-doctor-advertises-on-instagram\/","title":{"rendered":"Medfluencer? Doctor advertises on Instagram"},"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=\"943662\" data-has-transparency=\"false\" style=\"--dominant-color: #943662;\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-31347 size-large not-transparent\" alt=\"Medfluencer? Arzt wirbt auf Instagram, Wettbewerbsrecht, Berufsordnung, Rechtsanwalt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Medfluencer-Arzt-wirbt-auf-Instagram-1024x576.jpg\" data-object-fit=\"cover\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Medfluencer-Arzt-wirbt-auf-Instagram-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Medfluencer-Arzt-wirbt-auf-Instagram-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/Medfluencer-Arzt-wirbt-auf-Instagram-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/Medfluencer-Arzt-wirbt-auf-Instagram-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Medfluencer-Arzt-wirbt-auf-Instagram-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_80e2a05263f22c8f1393b3b2df690bb8\" 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\">Medfluencer?  <\/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\">Doctor advertises on<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-b6960822aaf7ec4c25f524ce4c9dfc89\" 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\">Instagram<\/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=\"2026-02-13T08:00:00+02:00\">13. February 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>There are more and more medfluencers, i.e. doctors who advertise on social media. But are they allowed to advertise products there as doctors or does this violate professional law and is therefore anti-competitive? <\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-produktwerbung-durch-arzt-auf-social-media\">Product advertising by doctors on social media  <\/h2>\n\n<p id=\"h-ein-assistenzarzt-fur-kinder-und-jugendmedizin-betreibt-einen-instagram-account-mit-uber-400-000-followern-dort-tritt-er-offen-als-arzt-auf-fuhrt-seinen-doktortitel-und-postet-uberwiegend-medizinische-inhalte\">An assistant doctor for pediatrics and adolescent medicine runs an Instagram account with over 400,000 followers. He openly presents himself as a doctor, uses his doctorate and posts mainly medical content. <\/p>\n\n<p>In September 2024, the doctor published a photo of himself in front of a La Roche-Posay billboard, taken at an invitation to the US Open in New York. In the accompanying text, he thanked the company and used hashtags to promote its sun cream. <\/p>\n\n<p>This was followed in November 2024 by a video about the dangers of button cell batteries for small children. In it, he clearly presented a Duracell pack and explained: <\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-purple-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>I think it&#8217;s great that Duracell is actively helping to prevent such accidents with its BabySecure technology!<\/p>\n<\/blockquote>\n<\/div>\n\n<p>A qualified trade association called on the doctor to cease and desist in January 2025.<\/p>\n\n<h2 class=\"wp-block-heading\">The decision<\/h2>\n\n<p>The Regional Court of Karlsruhe<a href=\"https:\/\/www.wettbewerbszentrale.de\/lg-karlsruhe-verbotene-werbung-als-arzt-fuer-dritte-auf-social-media\/\">(judgment of 18.09.2025 &#8211; 14 O 19\/25 KfH<\/a>) ordered the doctor to cease and desist and to reimburse the warning costs.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-berufsordnung-gilt-auch-auf-instagram\">Professional regulations also apply on Instagram  <\/h3>\n\n<p>The medical professional code of conduct prohibits doctors from using their name and professional title for commercial advertising. According to established case law, this rule is also enforceable under <a href=\"https:\/\/kpw.law\/rechtsgebiet\/wettbewerbsrecht\/\" id=\"197\">competition law<\/a>. Third-party advertising in connection with the medical profession is generally contrary to the profession.  <\/p>\n\n<p>The doctor had objected that he was not acting as a doctor, but as a &#8220;medfluencer&#8221;. The court took a different view. He explicitly referred to himself as a doctor on his account, used his academic degree and described himself as an assistant doctor in further training. He thus claimed to be particularly trustworthy and reputable and used his status as a doctor to generate reach.   <\/p>\n\n<p>The court left open whether the doctor himself operated the account. This is because the professional code of conduct also prohibits doctors from allowing their name or professional reputation to be used for commercial purposes. The doctor had contributed to both posts and had written the text for the La Roche-Posay photo himself.  <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-keine-erlaubte-empfehlung\">No permitted recommendation<\/h3>\n\n<p>The objection that these were permissible recommendations to patients did not hold water either. The more than 400,000 followers were not patients and ordinary batteries and sun cream were not &#8220;health services&#8221;. <\/p>\n\n<p>The doctor argued that the photo wall with the La Roche-Posay logo was not advertising. The court took a different view. Such photo walls are indeed common at events, but precisely for the purpose of advertising. The written contribution with reference to the sun cream additionally reinforced the advertising effect.   <\/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>The decision draws a clear line for the growing phenomenon of &#8220;medfluencers&#8221;.  <\/p>\n\n\n\n<p>Anyone who appears as a doctor on social media and makes use of the associated credibility is subject to the advertising restrictions under professional law. This applies regardless of the reach and regardless of whether it is a paid cooperation or a seemingly incidental mention of a product. The decisive factor is the link between the medical professional title and commercial advertising.  <\/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_2113eae7202308bb517f41a489d65d1c\" 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>Medfluencer? Gericht untersagt Arzt Werbung auf Instagram f\u00fcr Sonnencreme und Batterien wegen Versto\u00dfes gegen die \u00e4rztliche Berufsordnung.<\/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],"tags":[5336,5642,5863,5862,6166,6165],"thema":[],"rechtsgebiet":[4987],"produkt":[],"class_list":["post-31349","post","type-post","status-publish","format-standard","hentry","category-general","tag-doctor","tag-influencer-en","tag-influencer-advertising","tag-influencer-marketing","tag-medfluencer","tag-professional-law","rechtsgebiet-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>Medfluencer? 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