Observed Signal · Jun 22, 2017 · Policy Update · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Negative
Zalando Sub-brand Mint & Berry Used Instagram Like-Bots
Zalando’s Mint & Berry brand reportedly deployed automated Like-Bots on Instagram to boost reach by liking other users’ photos and generating engagement, as reported by Der Spiegel and cited by OnlineMarketing.de. The bots could also disseminate automated comments, fueling concerns about authenticity and brand safety. Some liked posts appeared to include cigarette advertisements, casting doubt on the quality of engagement. Zalando acknowledged the use of a Like-Bot, disabled it immediately, and stated it will not reactivate it. The company also said it is revising internal standards for social media activities to enforce stricter controls going forward. The incident highlights ongoing challenges with bot-driven engagement on social platforms and reinforces the need for reliable measurement and safety controls in social media campaigns.
Illustrates brand safety concerns and bot-driven engagement issues in social media advertising
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Key Takeaways & Evidence Grounding
- Mint & Berry, a Zalando brand, used a Like-Bot on Instagram (Der Spiegel).
- The bot automated likes to boost reach and generate reactions to posts.
- Some liked posts appeared to include cigarette advertisements.
- Zalando confirmed the use of a Like-Bot, disabled it, and will not reactivate.
- Zalando said it revised internal standards for social media activities with immediate effect.
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Amazon Dominates German E-Commerce with 63% Market Share
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Zalando Announces New Festival for Fashion, Music, Culture
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Austria's New Parcel Tax Criticized as Costs Pass to Consumers
Austria's new parcel tax, effective October 1, 2026, charges large online retailers €2 net per parcel (€2.40 incl. VAT). Amazon passes the fee directly to customers as a separate line item, while Zalando and Otto refund it on full returns. The tax targets companies with over €100 million annual parcel revenue in Austria, affecting 16 firms including Amazon, Temu, Shein, and Zalando. Critics, including the Austrian trade association and retailers, argue the tax burdens consumers and small businesses, potentially costing 2,800 jobs. Legal challenges are planned, with possible escalation to the Constitutional Court and CJEU. Proponents say the tax levels the playing field with brick-and-mortar stores and funds a VAT reduction on staple foods.
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