Dr. Stanislaus Jaworski and Viktoria Kraetzig on the legal aspects of influencer marketing and social media marketing in general in the renowned GRUR-Prax (see GRUR-Prax 2020, 302). Influencers as well as companies commissioning influencers have to observe inter alia copyright law, unfair competition law, trademark law and personality rights. Case law in Germany has yet to find final answers with respect to many open questions.
Dr. Stanislaus Jaworski and Viktoria Kraetzig on influencer marketing
GRUR-Prax 2020, 302