Observed Signal · Aug 28, 2017 · Regulation · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Negative
Rossmann convicted for undisclosed influencer ads
An Oberlandesgericht Celle ruling requires paid Instagram posts to be clearly labeled at first glance. In the case, an influencer posted a sponsored photo for the Rossmann drugstore with the hashtag '#Ad'. The court found that placing the tag second among other hashtags did not provide sufficient disclosure. The decision underlines that commercial posts must be readily recognizable as advertising. The ruling could expose Rossmann to an administrative fine of up to €250,000 for further violations. Instagram says it is developing a clearer labeling solution for paid posts and plans to roll it out in the coming months. The report cites Manager Magazin as a reference for the case details; the development highlights ongoing regulatory attention to influencer marketing compliance in Germany.
Regulatory enforcement in influencer marketing and labeling requirements in Germany
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Key Takeaways & Evidence Grounding
- Oberlandesgericht Celle ruled that paid Instagram posts must be clearly labeled at first glance.
- In the case, an influencer posted a sponsored photo for Rossmann with the hashtag #Ad.
- The court found placing #Ad second among other tags was insufficient disclosure.
- A potential €250,000 administrative fine could be imposed for further violations.
- Instagram is developing a clearer labeling solution to roll out in coming months.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Influencer fined €36,000 for undisclosed Instagram ads
The Landesanstalt für Kommunikation Baden-Württemberg (LFK) has imposed a fine of €36,000 on a Stuttgart-based influencer for repeated failures to label paid advertising in Instagram Stories. The LFK says the influencer ran several paid partnerships between May and July 2025, received cash and significant in-kind payments, and published some promotional stories without any labeling and others with labels that were barely perceptible. Including procedural fees and costs the total bill is €37,803.50. The influencer — who has about 750,000 Instagram followers and posts beauty, make-up and lifestyle content — had previously been warned about advertising-label rules in 2020 and 2022. The decision is now final, and the influencer has indicated plans to take legal action.
RTL reveals behind-the-scenes, competes with own Vox
RTL Deutschland is expanding its successful 'Inside' documentary series with four new episodes airing on Wednesdays at 8:15 PM starting November 4, 2026. The episodes will explore the inner workings of major German companies: Aldi, dm and Rossmann, Dr. Oetker, and Lindt. The spring season of 'Inside' achieved over 20% market share among young audiences, particularly with the AIDA episode. Meanwhile, Vox, a sister channel within the RTL Group, is airing its own two-part behind-the-scenes documentary about Eurowings on the same evenings and timeslot, creating direct internal competition. This scheduling conflict is noteworthy because programming across RTL Deutschland is now centrally coordinated by Oliver Schablitzki, raising questions about the lack of coordination between the two channels.
TikTok GM Wlazik: Search, Shop, Creators, AI Drive Growth
In an interview with OnlineMarketing.de, Thomas Wlazik, General Manager Europe & Israel at TikTok, discusses the platform's evolution from an entertainment app to a search, discovery, and commerce destination. Key points include TikTok's daily search queries growing over 40% year-over-year, the expansion of TikTok Shop in Germany, and the integration of creators into ad campaigns via tools like Branded Buzz and TikTok One. Wlazik also emphasizes the role of generative AI in ad production through TikTok Symphony, while cautioning that brands must maintain a distinct identity. The interview highlights TikTok's 28.9 million monthly active users in Germany and over 200 million in Europe, with search, commerce, creator tools, and AI as the four pillars for sustainable business growth.
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