Germany: Advertising, Marketing & Branding

As AI reshapes how clients discover and evaluate law firms, three strategic imperatives emerge from a recent German firm's rebranding: distinctive visual identity as competitive advantage, substantive content that builds pre-contact credibility, and authentic people-centered storytelling that transforms brand promises into trusted relationships.

The European Commission has published draft guidelines interpreting the AI Act's transparency obligations, establishing when and how organizations must disclose AI-generated content, deepfakes, and automated interactions. These guidelines clarify that deepfake labeling applies regardless of intent to deceive, that AI systems must identify themselves at the point of interaction, and that the editorial review exception for AI-generated text requires substantive human oversight with clear accountability.

Die europäische Richtlinie 2023/2673 legt neue Rahmenbedingungen für Online-Händler fest, die von den EU-Mitgliedstaaten bis zum 19. Juni 2026 in nationales Recht umzusetzen sind.

Making claims about carbon reductions or "carbon neutrality" may seem an attractive way to distinguish a company for its sustainability work, but such claims are becoming riskier to make.

On 20 March 2024, the district court of Amsterdam ruled against a Dutch flag carrier in what has been described as the first decision on greenwashing claims in the aviation industry.

The European Commission announced on 30 April 2024 that EU consumer authorities (the CPC Authorities), coordinated by the Commission, have sent letters to 20 airlines identifying several...

The Düsseldorf Regional Court has ruled that, under certain circumstances, an insurance broker must accept being attributed with the unfair conduct of an advertising agency commissioned...

On November 25, 2021, the Court of Justice of the European Union (CJEU) held in the case C-102/20 that the display of advertising messages in a form similar to an actual email among others in an inbox...

On 25 November 2021 the CJEU ruled that unsolicited Inbox Advertising is SPAM, illegal and contrary to EU law.