Expansion and internationalization: open up new markets for creators in a legally secure manner

International reach, national rules

Social media knows no bounds, but the law does. If you specifically address a foreign audience, you often have to observe the local advertising rules. In 2023, France enacted its own commercial influence by influencers, and the UK relies on the rules of advertising supervision ASA, the USA on the endorsement guides of FTC. There are also questions about contracts with foreign partners, brands in new markets and taxation.

We advise creators, agencies and brands on the expansion and work together with an international network of partner law firms. In this way you will receive coordinated advice without having to look for lawyers in every country.

Typical situations in which we help

• You start a channel in another language.
• A campaign is to run in several countries at the same time.
• They sell products or courses to customers abroad.
• You set up a branch or company abroad.
• They work with creators from different countries.

Legal basis at a glance

Advertising law in the target market

If a contribution is recognizable to consumers in a specific country, its fairness law may be applicable. For campaigns in several countries, it is advisable to take the strictest standard as a basis and to label it in the respective national language.

Sales to consumers abroad

Anyone who sells products or digital content to consumers in other EU countries must observe their mandatory consumer law and check the one-stop shop procedure for sales tax. Outside the EU, in turn, own rules apply.

Structure and taxes

Tax obligations arise there with a foreign company or permanent establishment. Relocations of profits abroad are critically examined in Germany, for example through additional taxation. Structure and contracts should therefore be coordinated for tax purposes.

That’s how we go

1. 1

   Initial assessment

   You briefly describe the facts to us and send documents such as a contract, cease-and-desist letter or screenshots. We will tell you promptly where you stand and what the next steps will cost.

2. 2

   Secure evidence and deadlines

   We document posts, stories and chat history in court and record all deadlines. Content disappears quickly, especially with social media.

3. 3

   Set strategy

   Together we decide whether negotiation, defense, cease-and-desist letter or contract drafting is the right way. It is always about your reach and your business relationships.

4. 4

   Implement and enforce

   We negotiate, formulate, answer and, if necessary, go to court, also in an urgent procedure. You will regularly be informed of what is happening.

Regarding the costs: Before every step we tell you what it costs. Depending on the case, we charge a flat-rate fee or by hourly rate according to the Lawyers’ Remuneration Act (RVG). If the opponent is obliged to reimburse, for example in the case of a justified cease-and-desist letter, we will claim these costs for you. More on this on our page Fee.

Common mistakes to avoid

• German labeling transferred one to one to other markets.
• Sign English contracts with foreign jurisdiction unchecked.
• Establish a foreign company without checking the German tax consequences.
• Register brands only after entering the market.