Horak. Attorneys · Influencer Law

Lawyers for influencers, content creators and agencies

Contracts, advertising labeling, cease-and-desist letters, copyright and trademark law: We advise creators, brands and agencies in the entire influencer law and represent them nationwide, out of court and in court.

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Specialist lawyersfor intellectual property law and for copyright and media law
10 locationsfrom Hamburg to Munich, headquarters in Hanover
Video or on siteAdvice via video conference or in the law firm

Reception of the law firm Horak in Hanover

Your contact personDipl.-Ing. Michael Horak, LL.M.Lawyer · Specialist lawyer for intellectual property law · Specialist lawyer for copyright and media law

Our services

What can we help you with?

Choose your theme. Each page explains the legal situation, shows typical scenarios from practice and answers the most frequently asked questions.

01Advertising marking & surreptitious advertisingWhen “advertising” or “advertisement” is mandatoryFind out more →02Influencer Contracts & Brand DealsCheck, negotiate, secure cooperationFind out more →03Receive cease-and-desist letter?Maintain deadlines, check claims, react correctlyFind out more →04Copyright & Content TheftProtect your own content, stop copiesFind out more →05Music, Photos & Rights of UseClarify licenses, grant rightsFind out more →06Brand protection for creatorsSecure name, channel and merch as a brandFind out more →07Right to your own imagePhotos, videos, children and third parties in the contentFind out more →08Hate Speech, Shitstorm & DeepfakesDelete false claims and hatredFind out more →09Account Lock & Platform RightRetrieve blocked accountsFind out more →10Privacy & GDPRSweepstakes, Newsletter, Shop and CommunityFind out more →11Competition Law (UWG)Advertising statements, sweepstakes, discount codesFind out more →12Agency & Management ContractsCommissions, Exclusivity, TerminationFind out more →13Media Law, Imprint & MSTVMandatory information, live streams, media supervisionFind out more →14Founding & Corporate LawGmbH, UG or GbR for your creator businessFind out more →15Taxes & Businesses for InfluencersIncome, benefits in kind, sales taxFind out more →16International Campaigns & ProcessesCross-border deals and court proceedingsFind out more →

Who we work for

Consulting from every perspective of influencer marketing

Influencer and Content Creator

From the first brand deal to your own brand: We check contracts, protect your content and your name and defend you in the event of cease-and-desist letters, account blocks and attacks on the Internet.

Influencer Contracts →

Brands and companies

We make campaigns legally secure, draft framework agreements and labeling guidelines and limit their liability for the contributions of their creators.

Competition Law →

Agencies and Management

We create management and agency contracts, regulate commissions and exclusivity and accompany you in conflicts with creators and customers.

Agency and management contracts →

Why Horak.

Specialized in intellectual property, media and technology

Horak. Rechtsanwälte is a law firm specializing in intellectual property law, IT and media law with headquarters in Hanover. Lawyers, specialist lawyers and patent attorneys work under one roof. For influencers, this means: copyright, trademark law, competition law and contract law come from a single source.

Specialist lawyers for intellectual property law and copyright and media law
Patent and European brand lawyers in the team
Transparent fees: after effort, flat rate or according to RVG
Consulting in German and English, international partner network

Get to know our team

Beyond the legal

Industries, strategy and move

Regulated sectors, strategic support and tax advice directly from the law firm.

IndustriesCosmetics, Supplements, Finance, Franchising, Music, Gambling Strategic adviceBrand building, expansion, exit, monetization, legal check Move & relocationDubai, Cyprus, Malta, Portugal, Canary Islands, Balearic Islands and more Tax lawDirect advice and representation by RA Karfuhr

This is how we work with you

1
Describe concerns
By form, email or phone. Send us a contract, cease-and-desist letter or screenshots right away.
2
Initial assessment
We tell you where you are legally, what deadlines are and what options you have.
3
Clarify fee
Before we take action, we discuss the procedure and the expected costs.
4
Implement mandate
We negotiate, shape and enforce your rights, out of court or in court.

More about our fees

Lawyer team

Your contact persons

Our lawyers advise at all locations and via video conference.

Dipl.-Ing. Michael Horak, LL.M.Lawyer · Specialist lawyer for intellectual property law · Specialist lawyer for copyright and media law

Julia ZiegelerLawyer Specialist for intellectual property law Specialist lawyer for copyright and media law

Anna Umberg, LL.M., M.A.Lawyer Specialist for intellectual property law

Katharina Gitmann-KopilevichLawyer Specialist for intellectual property law

Andreas FriedleinLawyer · Focus on influencer law

Stefan KarfusehrLawyer Trademark, copyright and technical law

Karoline BehrendLawyer Specialist for public procurement law

Dipl.-Phys. Andree EckhardPatent Attorney European Trademark and Design Attorney

Robin Jannis Mai, LL.B.Lawyer

Doctor Marie WagnerPatent Attorney

From practice

Typical scenarios

Anonymized and simplified examples of how we address influencer law cases. They do not describe any specific mandates and do not promise a specific result.

Typical case

Cease-and-desist letter due to PR package

A creator shows a free product without a label and receives a cease-and-desist letter. We check them, give a narrowly limited cease-and-desist undertaking and reduce costs.

On the topic →

Typical case

Unlimited rights of use for small fees

A brand wants to use Reels indefinitely in all media. We negotiate staggered usage rights with an extra charge for paid ads.

On the topic →

Typical case

Account blocked after mass report

A creator loses his channel overnight. We use the complaint channels of the Digital Services Act and prepare an urgent procedure.

On the topic →

Typical case

Fake merch on marketplaces

Dealers sell shirts with a creator’s logo. With your registered trademark, we have the offers removed and reminded.

On the topic →

Paintings of two hummingbirds in Horak law firm — “Reach is a value. We make sure that he is legally secured.”

Knowledge blog

News from influencer law

Cooperation agreements for 2027: the seven most important clauses5. November 2026
Planning for next year begins. Creators should carefully review these clauses in each cooperation agreement.
OLG Karlsruhe on influencer advertising: free benefits can also require disclosure29. October 2026
Anyone who presents products on Instagram or other social media platforms must make the influencer advertising clearly recognizable. Direct payment is not mandatory for… Read more: OLG Karlsruhe on influencer advertising: free benefits can also require disclosure
Account blocked? Your rights against platforms under the Digital Services Act8. October 2026
The Digital Services Act gives users rights over large platforms. What Creator can do with locks and deletions.

All articles in the knowledge blog

FAQ

Frequently asked questions to our law firm

What does a lawyer do for influencer law?

He advises creators, brands and agencies on all legal issues relating to social media advertising: contracts, advertising labeling, copyright, trademark and personal rights, data protection, platform conflicts and corporate and tax law principles.

Do you only advise in Hanover?

No. We advise nationwide, at ten locations and by video conference. We represent you in court throughout Germany.

What does a consultation cost?

We bill according to expense, flat rate or according to the Lawyers’ Remuneration Act. We will discuss the expected costs with you in advance. Details can be found on our fee page.

Do you also represent companies and agencies?

Yes A large proportion of our clients are brands, agencies and managements who want to set up campaigns in a legally secure manner.

How quickly can you help with a cease-and-desist letter?

Cease-and-desist letters have short deadlines. Send us the letter as soon as possible so that we can check the deadline and react in time.

Contact

Talk to us

Horak. Lawyers Partnership MBB
Georgstrasse 48 30159 Hanover

Telephone 0511 357356-0
info@influencerrechte.de

Other locations: Berlin, Bielefeld, Bremen, Dusseldorf, Frankfurt, Hamburg, Leipzig, Munich, Stuttgart

Describe concerns Digital Consultation Hour

Influence law at Horak.: Explained in detail

What we do

We advise you comprehensively on legal pitfalls in social media activities – from the correct advertising labeling to contract design to the protection of intellectual property and your own brand.

See all services

Legally secure advertising labeling

We will show you how to identify advertising clearly and in accordance with the law – without losing your authenticity.

Contract review & cooperation security

Whether agency contract, brand deal or license agreement: We check and design your contracts in a legally secure and fair manner.

Content and brand protection

Your content is your capital – we protect your photos, videos, names and brands from unauthorized use and imitation.

Quick help with cease-and-desist letter & violation

In an emergency, we react immediately: We fend off unjustified cease-and-desist letters or consistently enforce your rights.

Fitness influencer “Leafit” shoots a workout video.

About us

Move together with us in a legally secure manner in the digital space – We are your office for influencer law.

Influencers, content creators and companies face their own legal challenges in the digital world. Our law firm specializes in influencer law and offers you practical, clear advice – from contract review to labeling obligations to trademark and copyright law. so you can focus on your content.

Current knowledge

Get smart about the topic of influencer law and browse through our knowledge blog.

look at everything

Platforms

What social media channels are there? Overview of the most important social media channels, their importance and legal risks.

In 2025, the following platforms are particularly relevant.

Instagram

Instagram is an image and video-based platform that belongs to Meta (formerly Facebook Inc.). Users can post photos, videos, stories (content that disappears after 24 hours) and Reels (short videos). The platform is particularly suitable for visual marketing, lifestyle themes, e-commerce and influencer campaigns. Instagram has a very active user population around the age of 16 to 40 years.

Tiktok

TikTok is a platform for short videos (usually 15 seconds to 3 minutes), which is mainly used by Generation Z, but is increasingly popular with older target groups. Content is highly algorithm-controlled, which means that even new accounts can quickly gain reach. Particularly relevant for viral campaigns, music, comedy, lifestyle and educative short formats.

Youtube

YouTube is the largest video platform in the world and belongs to Google. It allows you to upload, comment and share videos of different lengths. The platform is suitable for long form content (e.g. tutorials, documentation, reviews), but also for advertising via YouTube ads. YouTube is popular across platforms and offers monetization options.

LinkedIn is a job-related network with a focus on business, career, B2B communication and employer branding. It is often used to share specialist articles, publish company news, recruit employees or position yourself as a specialist expert.

Facebook

Facebook was one of the first major social media platforms and is now primarily used by older target groups (30+). The platform offers features such as groups, events, marketplace, corporate sites and advertising. Facebook can still be very relevant for local networks, clubs or medium-sized companies.

X (early Twitter)

X is a microblogging service where short messages (up to 280 characters) can be posted. The platform is particularly used in areas such as journalism, politics, technology and activism. Messages and discussions can be followed in real time. The tone is often controversial and content spreads quickly.

Snapchat

Snapchat is particularly popular with younger users. The platform allows you to send images and videos that will automatically delete after viewing. It also offers augmented reality filter and a story function. Snapchat is used more for private communication, but some brands also use it for creative advertising campaigns.

Pinterest is a visual search engine that is used especially for topics such as decorating, recipes, fashion, DIY, wedding and travel. Users store content on so-called “pinboards”. Pinterest has a strong influence on the purchase decision and is often used in the idea generation.

Importance

Which platforms are particularly important?

The importance of a platform depends heavily on the goal and the target group.

For private individuals

Instagram and TikTok: Popular for self-expression, entertainment and lifestyle.

Snapchat: For private communication among young people.

Pinterest: For inspiration on hobbies, projects and furnishings.

For companies

LinkedIn: Very important for B2B marketing, recruiting and employer branding.

Instagram: Effective for product marketing, especially in the lifestyle and consumer goods sector.

YouTube: Ideal for tutorials, product presentations and storytelling.

Facebook: Useful for local businesses, events and community building.

TikTok: Increasingly relevant for reach building, especially for young target groups.

For media, politics, journalism

X (Twitter): Central platform for news, debates, politics and real-time communication.

YouTube: For explanatory and opinion-forming content.

LinkedIn: For political statements in a professional context.

Risks

Which platforms involve legal risks?

Social media are subject to various legal requirements – especially in German-speaking countries with the GDPR, copyright law, competition law and the Telemedia Act. Here is an overview of the most common risks by platform.