Die rechtlichen Anforderungen an die Werbekennzeichnung im Influencer Marketing

This dissertation examines influencer marketing in terms of media and competition law. An in-depth analysis is necessary because inconsistent case law and literature have led to considerable legal uncertainties. First, the background of advertising psychology is discussed, before the legal framework is examined. In particular, it is elaborated when an influencer's posting is considered as advertising and must be labeled according to the provisions of the MStV, TMG and UWG. Furthermore, it is explained under which conditions labeling is dispensable despite advertising content. Finally, suggestions are made on how labeling should look in specific terms.