{"id":36700,"date":"2026-09-17T08:30:00","date_gmt":"2026-09-17T06:30:00","guid":{"rendered":"https:\/\/kpw.law\/?p=36700"},"modified":"2026-09-17T09:52:43","modified_gmt":"2026-09-17T07:52:43","slug":"can-advertising-with-free-be-misleading","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/can-advertising-with-free-be-misleading\/","title":{"rendered":"Can advertising with free be misleading?"},"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=\"42b05a\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-36698 size-large not-transparent\" alt=\"Werbung mit &quot;kostenlos&quot; im Wettbewerbsrecht, Schiffs-Shuttle, Irref\u00fchrung, Rechtsanwalt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Werbung-mit-kostenlos-irrefuehrend-1024x576.avif\" style=\"--dominant-color: #42b05a; object-position:50% 72%\" data-object-fit=\"cover\" data-object-position=\"50% 72%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Werbung-mit-kostenlos-irrefuehrend-1024x576.avif 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Werbung-mit-kostenlos-irrefuehrend-300x169.avif 300w, https:\/\/kpw.law\/wp-content\/uploads\/Werbung-mit-kostenlos-irrefuehrend-768x432.avif 768w, https:\/\/kpw.law\/wp-content\/uploads\/Werbung-mit-kostenlos-irrefuehrend-1536x864.avif 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Werbung-mit-kostenlos-irrefuehrend-2048x1152.avif 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_e8ae219172a2539715e8a7c56323eb0f\" 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\">Advertisement<\/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\">with &#8220;free&#8221;<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-1 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\">misleading?<\/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=\"2026-09-17T08:30:00+02:00\">17. September 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>A ferry company is advertising a free shuttle service between three docking points on the Rhine. However, passengers who continue their journey pay the full fare starting from their actual boarding point, not just for the remaining portion of the trip. Does this advertisement, by using the term \u201cfree,\u201d mislead customers about the true scope of the service?<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n<h2 id=\"h-a-shuttle-service-as-a-response-to-the-closed-north-bridge\" class=\"wp-block-heading\">A shuttle service as a response to the closed North Bridge<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Two companies operate commercial passenger ferry services on the Rhine in the Bonn area. Both companies are in direct competition with each other there and are <a href=\"https:\/\/kpw.law\/en\/topics\/competitor\/\">competitors<\/a> under <a href=\"https:\/\/kpw.law\/rechtsgebiet\/wettbewerbsrecht\/\" data-type=\"rechtsgebiet\" data-id=\"197\">competition law<\/a>. The legal dispute arose from the last-minute complete closure of the Bonn North Bridge, which significantly disrupted road traffic in the Bonn area.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One company responded by advertising a \u201cfree boat shuttle between Bonn, Bonner Bogen, and Bad Godesberg.\u201d For this service, the company utilized its three regular-service boats, which were already in operation. These boats called at the three stations mentioned. They then continued upstream on the Rhine to K\u00f6nigswinter or Linz, respectively, without passengers having to change boats.<\/p>\n\n\n\n<h2 id=\"h-the-allegation-undisclosed-additional-costs\" class=\"wp-block-heading\">The allegation: undisclosed additional costs<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The competitor sent a cease and desist letter to the company running the ad. She viewed the advertisement as unfairly misleading. The advertisement gave the impression that the advertised section of the route would remain free of charge even if it were part of a continuous trip. It appeared that a passenger would then only have to pay for the remaining portion of the trip from Bad Godesberg.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It was undisputed that a passenger traveling beyond Bad Godesberg must pay the full fare from the actual boarding location. The fare from Bad Godesberg alone is not sufficient. In the competitor\u2019s view, the advertisement did not communicate this restriction clearly enough. It therefore filed a motion with the Cologne Regional Court for a preliminary injunction to prohibit the advertisement.  <\/p>\n\n\n\n<h2 id=\"h-the-regional-court-and-higher-regional-court-of-cologne-rule-that-there-was-no-misleading-conduct\" class=\"wp-block-heading\">The Regional Court and Higher Regional Court of Cologne rule that there was no misleading conduct<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The Cologne Regional Court dismissed the motion. The competitor filed an immediate appeal against this ruling. In <a href=\"https:\/\/openjur.de\/u\/2552866.html\">a ruling dated July 27, 2026\u2014Case No. 6 W 57\/26\u2014<\/a> the Cologne Higher Regional Court upheld the lower court\u2019s decision and dismissed the appeal.<\/p>\n\n\n\n<h3 id=\"h-does-the-overall-impression-of-the-ad-matter\" class=\"wp-block-heading\">Does the overall impression of the ad matter?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In the court\u2019s view, the overall appearance of the advertisement is what matters for the understanding of the relevant public. A single sentence considered in isolation is not sufficient for this purpose. The wording \u201cFree boat shuttle between Bonn, Bonner Bogen, and Bad Godesberg\u201d alone makes it clear: The free offer applies solely to this specific section of the route. The graphic illustration under the heading \u201cHow it works\u201d also reinforces this understanding. The same applies to the statement indicating that passengers are transported \u201cfree of charge on the short Rhine route.\u201d<\/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 class=\"wp-block-paragraph\">Accordingly, it is already clear and unambiguous to the viewer of the advertisement from the sentence \u201cFree boat shuttle between Bonn, Bonner Bogen, and Bad Godesberg\u201d is clear and unambiguous to the viewer of the advertisement that the respondent\u2019s offer of free transportation applies solely to this section of the route it serves [\u2026].<\/p>\n<\/blockquote>\n<\/div>\n\n\n\n<h3 id=\"h-is-the-lack-of-oversight-sufficient-to-constitute-deception\" class=\"wp-block-heading\">Is the lack of oversight sufficient to constitute deception?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The competitor had further argued that the advertising company had no control over who took advantage of the free offer. According to this argument, even passengers who were not affected by the bridge closure could take advantage of it. The judges of the Cologne Higher Regional Court did not find this argument sufficient. A reasonable and reasonably attentive average consumer\u2014that is, an average, well-informed, and attentive customer\u2014would recognize the context of the advertisement. The offer clearly referred to the acute traffic situation resulting from the bridge closure.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">He would therefore not assume that he could save part of the costs even on a trip undertaken for other purposes. While the lack of verifiability does make the offer susceptible to unauthorized use, it does not give rise to any relevant misconception regarding the scope of the advertised service.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The court also took into account the so-called \u201clure effect\u201d\u2014that is, the particular promotional impact of free offers. Consequently, the advertising for such offers is generally subject to stricter requirements regarding the clarity and recognizability of the scope of services. In the present case, this did not lead to a different outcome. The conditions for claiming the offer were clearly outlined in the advertisement as a whole. Consequently, no relevant misunderstanding regarding the scope of the free offer could arise.<\/p>\n\n\n\n<h2 id=\"h-conclusion\" class=\"wp-block-heading\">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-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\">An advertisement claiming something is \u201cfree\u201d is not automatically misleading, even if it is subject to conditions that are not immediately apparent. What matters is the overall impression the advertisement makes on the average, reasonable consumer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nevertheless, particular caution is warranted, especially when advertising free services, due to their enticement effect. Anyone advertising with the word \u201cfree\u201d should still place any restrictions and conditions in such a way that they are recognizable at first glance.  <\/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-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_554144cb561c93f6c91dade68da60c1c\" 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\u2019d be 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 on <\/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 Higher Regional Court of Cologne ruled that advertising using the term \u201cfree\u201d is not misleading if the overall impression of the advertisement clearly conveys the scope of the offer.<\/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":[6651,6650,6648,6649,6426],"thema":[5307],"rechtsgebiet":[4987],"produkt":[],"class_list":["post-36700","post","type-post","status-publish","format-standard","hentry","category-general","tag-attraction-effect","tag-ferry","tag-free","tag-transparency-requirement","tag-werbung","thema-advertising","rechtsgebiet-competition-law"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.4 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Can advertising with free be misleading? &#8211; KPW Rechtsanw\u00e4lte und Fachanw\u00e4lte<\/title>\n<meta name=\"description\" content=\"The Cologne Higher Regional Court ruled that advertising using the term 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