Yvonne Draheim
Yvonne Draheim started her career at Hogan Lovells in 1999 and has focused on IP law, in particular trademarks, designs, unfair competition, copyright and domain names, ever since. She has assisted clients from various industry sectors including media, entertainment, food and beverages, energy, automotive, and agriculture.
She has developed her practice to cover almost every type of contentious and advisory IP work in Germany, Europe and the US. As a result, Yvonne's clients benefit from her many years of experience in litigation and the underlying national and international portfolio management, including strategic advice, representation in opposition proceedings as well as negotiating and drafting of out-of-court settlement agreements. Currently, she is one of the lead attorneys in global cross-border infringement proceedings regarding name rights acting on behalf of Merck & Co., Inc.
Yvonne also appreciates the more academic side of IP Law. She teaches Intellectual Property Law at the Bucerius Law School in Hamburg and comments on a number of provisions of the German Trademark Act in a renowned German trademark law commentary.
Besides her legal work, Yvonne strongly appreciates the value of Community Investment. For several years, she has been the partner in charge of the inter-schools debating competition "Debate It!" in Hamburg. The program aims at improving pupils' verbal, writing and reading skills as well as helping them to develop their knowledge of current affairs, critical thinking skills and confidence.
Practice Area
Panel
- Contributing Author
Qualified Year
- 1999
Membership
- GRUR – German Association for the Protection of Intellectual Property
- INTA – International Trademark Association
Qualification
- LL.M./Univ. Stellenbosch (1996)
Education
- University of Hamburg (1994)
- Bar Exam (1998)
1 Contributions by Yvonne Draheim
PRACTICE NOTES
German influencer marketing law: disclosure and labelling duties, unfair competition (UWG), sanctions, copyright and key contract clauses
This Practice Note addresses influencer marketing in Germany. It is written for social media talent (influencers) and for brand owners running advertising campaigns. It concentrates on labelling and disclosure obligations, the sanctions that may follow, and the way disclosure is regulated. It also looks at whether copyright subsists in sponsored material and highlights key clauses typically found in the relevant agreements.
The nature of social media influencers
Influencer marketing is a prevalent advertising method in which businesses engage an individual—the influencer—to endorse their products (Higher District Court of Hamburg GRUR-RS 2020, 18139, para. 55; Zurth/Pless, ZUM 2019, 414 (414 et seq.)). Influencers are attractive contractual and promotional partners because they may have amassed either a very large audience delivering wide reach (so‑called celebrity influencers) or a smaller, homogeneous community focused on a shared topic (so‑called micro‑influencers) (cf. Draheim/Mittelstädt—HL Engage Influencer Snapshot, see Ins and outs of celebrity influencers). In the latter scenario, the influencer frequently acts as an authority on the subject (see also Lettmann, GRUR 2018, 1206 (1211)). The appeal of influencer marketing is evident. Many influencers also use their social media profiles for private postings...
TMT
If you expected to see yourself on this page, click here.
