Digitalisation is capturing the media world at an increasingly quick pace. Internet platforms are becoming increasingly important compared to traditional publishers and media companies: whether as an advertising medium for entrepreneurs, as competitors or as producers of content. Influencers are the new stars of the media world. Despite this new development, the parties involved still need to comply with the applicable laws. The identification of advertisements as such, the duty to provide a legal notice or the usage of pictures are legal pitfalls that should be avoided.
In addition to direct interaction with customers via social media, the internet also offers other opportunities to get to know one’s customers. Facebook Pixel, Google Analytics and similar instruments provide valuable insights, but are also often incompatible with the applicable data protection law. Search engine optimisation (SEO), Google Adwords and other campaigns may infringe trademark rights. Surreptitious advertising and fake news are also topics that are legally relevant.
Luther can offer different approaches and legal advice in the area of digital marketing, including amongst other things assistance with the conception and implementation of campaigns, contractual advice and support relating to the enforcement of, or defence against, claims. We can provide support in all areas of influencer marketing as well as podcasting, for example, the legally compliant implementation of advertising in the channels or drafting agreements of all kinds. We are specialists in issues relating to social networks and video platforms as well as e-sport and gaming, in particular, copyright and ancillary copyright law, the purchase and use of content or advice on regulatory issues.