{"id":35275,"date":"2026-08-07T09:58:14","date_gmt":"2026-08-07T07:58:14","guid":{"rendered":"https:\/\/kpw.law\/?p=35275"},"modified":"2026-08-07T10:01:54","modified_gmt":"2026-08-07T08:01:54","slug":"companies-are-liable-for-customer-reviews","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/companies-are-liable-for-customer-reviews\/","title":{"rendered":"Companies Are Liable for Customer Reviews"},"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=\"e08344\" data-has-transparency=\"false\" style=\"--dominant-color: #e08344;\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-35272 size-large not-transparent\" alt=\"Unternehmen haften f\u00fcr Kundenbewertungen, Wettbewerbsrecht, Rechtsanwalt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Unternehmen-haften-fuer-Kundenbewertungen-1024x576.jpg\" data-object-fit=\"cover\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Unternehmen-haften-fuer-Kundenbewertungen-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Unternehmen-haften-fuer-Kundenbewertungen-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/Unternehmen-haften-fuer-Kundenbewertungen-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/Unternehmen-haften-fuer-Kundenbewertungen-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Unternehmen-haften-fuer-Kundenbewertungen-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-97ba1214 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-a6a2a725 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_8dfe1402f480ac22e6d5411aec5d0887\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-gigantic-font-size wp-block-paragraph\" 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\">Company<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" 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\">are liable for <\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-huge-font-size wp-elements-cc02781b01b32658c1221c27d948db08 wp-block-paragraph\" 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\">Customer Reviews.<\/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-878d3859 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=\"2026-08-07T09:58:14+02:00\">7. August 2026<\/time><\/div>\n\n\n<p class=\"wp-block-paragraph\">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-3b99a472 wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\"><strong><strong>A manufacturer allowed satisfied veterinarians to speak for themselves in its advertising without comment. The Hanseatic Higher Regional Court of Hamburg deemed this to be misleading and banned the advertisement in summary proceedings. With regard to the manufacturer\u2019s liability, it was irrelevant whether the manufacturer had endorsed the content of the third-party statements.  <\/strong><\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\">A veterinary drug and eleven real-world examples<\/h2>\n\n<p class=\"wp-block-paragraph\">A company promoted its prescription veterinary drug to veterinarians using claims that it attributed to the day-to-day practice of individual veterinarians. Among other things, the advertisement claimed that the product worked better \u201cin my practice\u201d than other products, led to the disappearance of hair loss within one to three days, or ensured \u201cperfect control of itching.\u201d A total of eleven such claims were at issue.  <\/p>\n\n<p class=\"wp-block-paragraph\">A competitor considered these statements to be misleading and filed a motion for a preliminary injunction with the Hamburg Regional Court. The Regional Court granted the motion only in part (Order dated June 8, 2026 \u2013 Case No. 416 HKO 71\/26). The competitor filed an immediate appeal with the Hanseatic Higher Regional Court of Hamburg against the rejection of the remaining motions.  <\/p>\n\n<p class=\"wp-block-paragraph\">The drug manufacturer defended itself by stating that the statements came from the veterinarians quoted themselves and not from the company. It also argued that certain phrases were clearly promotional exaggerations that no one took seriously. Regarding the alleged superiority over competing products, it cited its own studies.  <\/p>\n\n<h2 class=\"wp-block-heading\">The Higher Regional Court largely grants the appeal<\/h2>\n\n<p class=\"wp-block-paragraph\">The Hanseatic Higher Regional Court of Hamburg (3rd Civil Division) amended the Regional Court\u2019s ruling by  <a href=\"https:\/\/dejure.org\/dienste\/vernetzung\/rechtsprechung?Gericht=OLG%20Hamburg&amp;Datum=15.07.2026&amp;Aktenzeichen=3%20W%2033%2F26\">Decision of July 15, 2026 \u2013 Case No. 3 W 33\/26 <\/a>  in part, and issued a preliminary injunction prohibiting the respondent from making all eleven of the contested statements.<\/p>\n\n<h2 class=\"wp-block-heading\">Why is the manufacturer liable, even though the veterinarians speak for themselves?<\/h2>\n\n<p class=\"wp-block-paragraph\">The court clarifies that the pharmaceutical company is directly liable for all of the disputed statements because it advertised them itself. It is therefore irrelevant whether the company endorsed the content of the third-party quotes.   <\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-orange-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 class=\"wp-block-paragraph\">The defendant is liable for all of the statements because she used them in her own advertising [\u2026]. She is therefore the perpetrator in this regard. <\/p>\n<\/blockquote>\n<\/div>\n\n<h2 class=\"wp-block-heading\">Why does a single testimonial come across as a general promise?<\/h2>\n\n<p class=\"wp-block-paragraph\">In the court\u2019s view, even knowledgeable readers do not interpret uncommented testimonials as mere individual opinions, but rather as statements that can be generalized. Even experts are not immune to interpreting an uncommented individual account in such a way that they assume the success described can be applied to their own practice.   <\/p>\n\n<p class=\"wp-block-paragraph\">For companies that use customer testimonials in their advertising\u2014regardless of their industry\u2014this means in practice: Anyone who incorporates a statement into their own advertising without comment must assume that the target audience will view it as a general characteristic of the product\u2014even if it is clear that the statement comes from a third party, and even if that target audience consists of experts.<\/p>\n\n<h2 id=\"h-fazit\" 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-f56f613f wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">A new and practically significant clarification is that the advertiser\u2019s liability does not depend on the category of endorsement. As soon as the advertiser incorporates the statements into their own advertising, they are liable for their content. This simplifies the legal assessment for competitors and courts, as it eliminates the need for a time-consuming examination of the attribution of third-party conduct.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The decision is particularly unfavorable for companies that have, until now, included customer testimonials in their advertising without careful consideration or legal review\u2014regardless of whether the products in question are veterinary drugs, dietary supplements, or ordinary consumer goods. Anyone who cites testimonials should, going forward, critically evaluate their validity and clearly contextualize them. <\/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-0c8cea62 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-71c143ff 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-fb77afb0 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-1931a79c wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_ed755eeaab5123af0615ba2194b3e3e4\" 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 wp-block-paragraph\" 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 wp-block-paragraph\" 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 wp-block-paragraph\" 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-9da75b5c 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-a768b15a 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 Hamburg Higher Regional Court has banned advertising for a veterinary drug that features unattributed quotes from veterinarians. What this means for customer reviews in advertising. <\/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":[5889,5359,6540,5273,6543,6544,6426],"thema":[4997],"rechtsgebiet":[4987],"produkt":[],"class_list":["post-35275","post","type-post","status-publish","format-standard","hentry","category-general","tag-customer-rating","tag-doctor-rating","tag-doctor-reviews","tag-rating","tag-rating-system","tag-veterinarian","tag-werbung","thema-ratings-and-rating-portals","rechtsgebiet-competition-law"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.1 (Yoast SEO v28.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Companies Are Liable for Customer Reviews<\/title>\n<meta name=\"description\" content=\"The Hamburg Higher Regional Court has banned advertising for a veterinary drug that features unattributed quotes from veterinarians. 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