For Qatar Airways: competition Central video, FC Bayern advertising criticized

The competition center has criticized a Tweet of the FC Bayern Munich. "From my point of view, a surreptitious advertising here," says Martin Bolm the F. A. Z

For Qatar Airways: competition Central video, FC Bayern advertising criticized

The competition center has criticized a Tweet of the FC Bayern Munich. "From my point of view, a surreptitious advertising here," says Martin Bolm the F. A. Z. Bolm lawyer is at the "centre for protection against unfair competition". The Tweet should have been marked as advertising, says the lawyer.

Gustav Theile

editor in the economy.

F. A. Z. Twitter

FC Bayern was released on Friday morning on his Twitter account in a one minute Video. The football player Joshua Kimmich, Alphonso Davies and Leroy Sané to speak the lyrics to the song "Ain't no sunshine" by Bill Withers. The Video is aimed at the Fans, who may not currently into the stadium. Images of the empty stadium and old Videos of people will be shown to the masses on the Fantribünen. In between and at the end will always be displayed the Logo of the Bayern-sponsor, Qatar Airways. A very similar Video produced by the state-owned airline also with the football club Paris Saint-Germain.

An error in the Social Media Department?

lawyer Bolm argues: The Video is subliminal advertising, "because of the Tweet is to the outside of the FC Bayern missed by his Fans in the stadium, but the users of promotional images ,slides', which have no substantive connection with this ostensible topic". Advertising must be in accordance with applicable law clearly identifiable as such. This is not given in the case. The Followers on Twitter would expect, "a self-reporting or self-promotion for the football club, but no advertising for the products of its sponsors". The competition center is the most important self-control-instance in the German economy, Bolm works in the Hamburg office of the institution.

there are signs that it is a fault of the Social Media Department of the football Association: The same Video was also posted on Instagram as "paid advertising partnership with Qatar Airways" marked. FC Bayern don't want to take on F. A. Z.-request public comment on the criticism of the competition centre.

The trademark attorney Oliver spoon contradicts the Interpretation of the competition are Central: "The tweets must not be used as the advertising featured, because the commercial purpose of the Tweets obtained directly from the circumstances," says spoon. "No one picks up the Bayern that you want to tell your Fans how much they miss you. It is obvious that the FC Bayern would like to apply with the Tweet, and the multiple faded Sponsor.“

Updated Date: 28 February 2021, 23:19

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