On March, 9 2015, the Bavarian Administrative Court, ruled that the repeated appearance of a logo during a television programme constitutes illegal surreptitious advertising.
The case no. 7 B 14/1605 concerned the broadcast of the programme ‘Learn from the Pros’ by TV channel Sport1, in which the logo of an internet provider was showed in every shot and in particular when viewers were paying particularly close attention. Moreover, at the end of the programme, viewers were encouraged to visit the website of the internet provider.
In the opinion of the Court, the intensity and the frequency of the logo in the programme, as well as the lack of an advertising label demonstrated the intention to mislead the viewers.
