{"id":32048,"date":"2026-03-24T09:00:00","date_gmt":"2026-03-24T07:00:00","guid":{"rendered":"https:\/\/kpw.law\/?p=32048"},"modified":"2026-05-15T17:12:18","modified_gmt":"2026-05-15T15:12:18","slug":"free-test-drive-in-return","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/free-test-drive-in-return\/","title":{"rendered":"Free test drive in return"},"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=\"8b43a9\" data-has-transparency=\"false\" style=\"--dominant-color: #8b43a9;\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-32046 size-large not-transparent\" alt=\"Gratis Testfahrt als Gegenleistung, Influencer, Werbung, Rechtsanwalt, Wettbewerbsrecht\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Gratis-Testfahrt-als-Gegenleistung-1024x576.jpg\" data-object-fit=\"cover\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Gratis-Testfahrt-als-Gegenleistung-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Gratis-Testfahrt-als-Gegenleistung-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/Gratis-Testfahrt-als-Gegenleistung-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/Gratis-Testfahrt-als-Gegenleistung-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Gratis-Testfahrt-als-Gegenleistung-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_b6c27da816d131b03e2cd54dbd6710e9\" 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\">Free<\/p>\n\n\n\n<p class=\"has-text-align-left has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-142642acb87598c04bc8d5b19b62caf9\" 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\"><span class=\"v4-marker-highlight-background\">Test drive  <\/span><\/p>\n\n\n\n<p class=\"has-base-color has-text-color has-link-color has-huge-font-size wp-elements-b1bd2098731ae50879eb2414a5b89bdc\" 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 return.<\/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=\"2026-03-24T09:00:00+02:00\">24. March 2026<\/time><\/div>\n\n\n<p>of<\/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>Does an influencer have to label her Instagram reels about Audi, BMW and Volvo as advertising if the car manufacturers have only covered the travel costs for press appointments?<\/strong><br \/><strong>Is it enough for experienced Instagram users to recognize the commercial nature of such posts on their own?<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-worum-geht-es\">What is it about?<\/h2>\n\n<p>An automotive influencer runs a public profile on Instagram with around one million followers and a blue verification checkmark. She publishes professional-looking short videos every day, known as reels, in which she presents vehicles from various manufacturers. By her own admission, she does not share any private content. The influencer was invited to press events by car manufacturers such as Audi, BMW and Volvo, where the vehicles were made available to her free of charge and her travel, accommodation and food costs were reimbursed. It then published corresponding articles. There was no contractual obligation to report on the vehicles. Nevertheless, an association sued for injunctive relief because the articles were not labeled as <a href=\"https:\/\/kpw.law\/en\/industries\/werbung\/\" id=\"24084\">advertising <\/a>.      <\/p>\n\n<h2 class=\"wp-block-heading\">Legal background<\/h2>\n\n<p>The <a href=\"https:\/\/www.gesetze-im-internet.de\/ddg\/BJNR0950B0024.html\">Digital Services Act (DDG)<\/a>, which has replaced the previous regulation in the Telemedia Act, obliges providers of digital services to make commercial communication clearly recognizable as such. Any form of communication that serves to directly or indirectly promote the sale of goods and services or the image of a company is considered commercial communication &#8211; provided that it is not carried out independently and, in particular, not without financial consideration. The key question was whether the reimbursement of travel and accommodation costs constitutes such consideration &#8211; and whether the lack of labeling is legally relevant.  <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-die-entscheidung-des-olg-karlsruhe\">The decision of the OLG Karlsruhe<\/h2>\n\n<p>The Karlsruhe Higher Regional Court sentenced the influencer with <a href=\"https:\/\/www.landesrecht-bw.de\/bsbw\/document\/NJRE001635443\">Judgment of 03.03.2026 &#8211; Ref. 14 UKl 2\/24 <\/a>  to cease and desist. The court initially affirmed the existence of commercial communication for the benefit of third parties. The fact that the posts did not make a specific purchase recommendation and that the influencer was formally free to decide whether and what she published about the vehicles did not change this. The decisive factor was that the car manufacturers provided the vehicles and reimbursed travel expenses because they clearly expected that the vehicles would be reported on. A mutually binding agreement is not required.   <\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-pink-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>Commercial communication also exists [&#8230;] if the entrepreneur benefiting from this has not made a monetary payment, but has made the product presented available to the influencer.  <\/p>\n<\/blockquote>\n<\/div>\n\n<p>The court also rejected the argument that the advertising character was recognizable to the audience without labeling. It clarified that not only the influencer&#8217;s followers should be considered as a relevant audience, but also all Instagram users to whom the reels are recommended via the algorithm in their feeds. For these users, who do not follow the influencer and do not know her channel, the commercial character is not immediately recognizable.  <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-was-bedeutet-das-fur-unternehmen-und-influencer\">What does this mean for companies and influencers?<\/h2>\n\n<p>The ruling shows the back of influencer advertising. Influencers who receive reimbursement of travel expenses for press events and subsequently report on the products presented there are obliged to label their advertising. This applies regardless of whether they were contractually obliged to report. The free test drive thus becomes paid advertising.     <\/p>\n\n<p>If companies invite influencers to press events and reimburse costs, they should expressly point out their labeling obligation and include corresponding provisions in any contracts for cooperation. Otherwise, not only the influencers, but also the beneficiary companies indirectly risk legal consequences. <\/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>In an age in which content reaches millions of users via algorithms who are unaware of the channel and its commercial nature, the argument that no labeling is necessary because the advertising character is recognizable anyway simply no longer holds water. Critically, it should be noted that the line between private expression of opinion and advertising requiring labeling is not always easy to draw in individual cases, even after this ruling, especially if an influencer reports on a product free of charge and voluntarily. Anyone who receives monetary benefits should label such posts as advertising in order to avoid cease and desist letters.  <\/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_c4e3a20c657383bb539a5bf3cefd16e1\" 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>Karlsruhe Higher Regional Court: Influencer must label Audi and BMW posts as advertising &#8211; even if she was only reimbursed for travel expenses and there was no obligation to post.<\/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":[5105,6275,5642,5863,6276],"thema":[],"rechtsgebiet":[4987],"produkt":[],"class_list":["post-32048","post","type-post","status-publish","format-standard","hentry","category-general","tag-advertising","tag-advertising-for-passenger-cars","tag-influencer-en","tag-influencer-advertising","tag-test-drive","rechtsgebiet-competition-law"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Free test drive in return for influencer<\/title>\n<meta name=\"description\" content=\"Karlsruhe Higher Regional Court: Influencer must label Audi and BMW posts as advertising - even if she was only reimbursed for 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