Legal Guidance and Research / Experts / Andreas Seling
Andreas Seling#7692
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Dr Andreas Seling , M.B.L.

DORDA Rechtsanwälte GmbH
Andreas is a lawyer in the IT/IP team and a member of the Digital Industries Group at DORDA. His main areas of expertise are unfair competition, intellectual property law and social media. In addition to further publications, he is a lecturer and speaker at numerous universities.

Practice Area

Panel

  • Contributing Author

Qualified Year

  • 2010

Year Taken Silk

  • 2014

Membership

  • INTA (International Trademark Association)
  • Austrian Association for the Protection of Industrial Property and Copyright

Qualifications

  • Mag. (2006)
  • M.B.L. (2009)
  • Dr. (2010)

Education

  • University of Salzburg (2006)
  • Salzburg Management Business School (2009)
  • University of Salzburg (Doctoral thesis) (2010)
  • Bar exam (2013)

1 Contributions by Andreas Seling

Austria: influencer marketing compliance: labelling duties, remuneration, Audiovisual Media Services Act rules, sanctions and key influencer agreement clauses, with EU DSA considerations
PRACTICE NOTES
Austria: influencer marketing compliance: labelling duties, remuneration, Audiovisual Media Services Act rules, sanctions and key influencer agreement clauses, with EU DSA considerations
Labelling requirements—the legal framework This Practice Note is directed chiefly at companies looking to engage influencers for social marketing campaigns and advertising activities in Austria. It covers: Labelling rules—the underlying legal framework The concepts of “remuneration” and “lack of clarity of promotional purposes” How to label promotional content appropriately Requirements under the Audiovisual Media Services Act Sanctions and associated risks Written agreements with influencers The outcome of a campaign depends not only on the quality and price of goods and services, but also on how they are promoted. Striking advertising is therefore decisive. To reach broad audiences and distinct target groups, companies complement self‑marketing by using influencers for their testimonials. This brings multiple advantages: customers of varying ages, backgrounds, mindsets and individual needs can be addressed directly by an authentic role model with a large follower base at relatively modest cost. By skilfully combining objective reporting with advertising, influencers cultivate particularly strong trust within their communities. Nevertheless, this raises legal issues relevant not only for the influencer but also for brands advertising through testimonials...
TMT
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