Munich Oktoberfest requires licences for commercial influencer content

Influencers who earn money from content produced at Munich Oktoberfest need a licence from the City of Munich, BR reports. The rule is not new, but the city plans to monitor compliance closely.

Commercial filming, photography and advertising activities on the festival grounds are prohibited without permission under Munich’s Oktoberfest regulations. Licences are subject to a fee, which is set individually according to factors including an influencer’s reach and the number of brand partners.

The regulations have prompted debate on social media. Some users support charging influencers who earn money from Oktoberfest content, while others consider the rule excessive or criticise the additional bureaucracy. Influencers have also asked what is allowed, when a licence is required and whether it applies to the entire festival grounds.

Influencers Vanessa Tamkan and Cathy Hummels have shared guidance on Instagram. Tamkan published answers provided by Brandness GmbH, the agency handling licence requests on behalf of the City of Munich.

Private individuals are not affected by the rules. They may take photos and videos for personal purposes and post them without a licence, provided they do not earn money from the content.

A licence is required for commercial content, including brand collaborations, videos for monetised YouTube channels and advertising for an influencer’s own brands. Livestreams on social media are prohibited in all cases, whether they are conducted by influencers or private individuals and whether or not a licence has been issued.

Rules inside the festival tents are set by the individual tent operators under their house rules. The Association of Munich Oktoberfest Tent Operators said there was no uniform regulation or joint approach.

The terms Wiesn and Oktoberfest are protected trademarks of the City of Munich. A licence is needed to use them to promote a product or identify a service. However, the trademark protection does not generally ban the terms. The Oktoberfest press office said they may still be used descriptively and in connection with the event in ordinary language. The key question is whether they are being used for commercial purposes.

Violations do not necessarily result in a fine, but may lead to increased charges for obtaining a licence after the fact. The amount will be assessed individually based on the campaign, according to the Oktoberfest press office. Legal action is also possible.