DORDA Rechtsanwälte GmbH
2 Experts
1 Contributions by DORDA Rechtsanwälte GmbH Experts
PRACTICE NOTES
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
TMT
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