Online-Marketing & Recht

Online-Marketing bietet nicht nur viele Chancen im Web, sondern beinhaltet auch rechtliche Tücken, die häufig von Nicht-Juristen kaum vorhersehbar sind. In diesem umfassenden und praktischen Handbuch werden alle Themen behandelt, die im Web zu rechtlichen Schwierigkeiten führen können, sie es, weil Sie unbewusst Rechte Dritter verletzen oder jemand anderes Ihre Rechte missachtet.
“Jan. 11, 1861 marks the 154th anniversary of the day Alabama seceded from the Union. The move followed similar actions by South Carolina and Mississippi. hollister clothing store Single-digit temperatures will surely stay with us or visit often in the upcoming weeks, as national weather maps read 锟絚old锟?and 锟絚older.锟紸 pot of soup simmering on the stove is nice, but we锟絭e overdone that in the last weeks with all those leftover turkey bones. Something aromatic roasting in the oven instead sends intoxicating aromas through the kitchen fascinating the appetite. Dinnertime can锟絫 get here soon enough.I锟絤 taking a few columns to explore roasts. But not the turkey and beef we锟絩e tired of after holiday indulgences. Vegetables will join the meats 锟?some usual suspects, others hopefully surprising.I锟絤 starting in my comfort zone: Mediterranean flavors; a roasted pork from the Tuscan countryside. New Yorkers discovered this a few years ago in restaurants, then in upscale lunch places, and currently, in sandwiches passed through the windows of food trucks. It skipped the home kitchen, because not many are equipped with rotisseries or indoor grills traditionally used for cooking this specialty. But I锟絭e tried it using a roasting pan equipped with a rack, and I锟絭e added shortcuts for the busy cook.To begin, the recipe is a whole lot less daunting, and the prep a whole lot along quicker, if you get the pork loin boned and butterflied at the market. This means the butcher will take out the bone and cut the roast so it opens like a book and lies flat on the countertop. This is a special request at the meat counter. Butterflied roasts are never neatly packed in plastic in the case. Note: They will roll the roast back to its original shape and retie it with string.Then, there锟絪 the question of brining. My family members are not brining fans dating back to a brined Thanksgiving turkey that turned out dry and awful in every imaginable way. The recipe here includes brining ingredients and directions for anyone so inclined. If you do brine, I锟絛 suggest a shorter, rather than a longer, time in the brine.Next, the ingredients: pancetta and fennel, not typically hanging around your kitchen. Pancetta is the Italian version of bacon, once only available at specialty markets but now more widely available at deli counters. If you can锟絫 find it in your community, substitute bacon. Make sure it锟絪 the good stuff, lean and thickly cut. Fennel looks like a head of celery with a much rounder bulb and feathery leaves on top. Both parts find a place in this recipe. Save the stalks for soup or salad.So what tastes good with this? While the oven is blasting away, I add my grandmother锟絪 recipe for roasted potatoes. Since each calls for a different roasting temperature and time, I cook the potatoes first. Then put the roast in the oven. When the roast is 10 minutes away from being done, I add the potatoes to the pan. They heat and take on some of the pork锟絪 rich flavors.Page 2 of 3 - Roasted Pork, from the Tuscan CountrysideThis is equally delicious hot, warm, or at room temperature. I have not tried the brine, but a series of cooks swear by it. The roast should weigh 3 pounds without the bone. Makes six to eight servings.Ingredients: 3-pound boneless pork loin, butterfliedIf you decide on brining: 6 tablespoons kosher salt 1/4 cup light brown sugar 3 cloves garlic, pressed down to release juices 2 branches rosemary 2 branches sage 1/2 teaspoon fennel seeds Fronds from 1 bulb fennelCombine salt, sugar, garlic, herbs, fennel seed and fennel fronds, and 2 cups water in a large saucepan over high heat. Simmer, stirring, until salt and sugar dissolve. Add 6 cups water and cool to room temperature. Place pork, still rolled, in a large container; pour the brine over it. (Add more water if the brine does not cover the pork.) Cover and refrigerate from 4 hours to overnight. (I strongly suggest the shorter time.) Take the pork out of the brine and shake off the seasonings.Stuffing and roasting the pork: 1/2 pound pancetta, thinly sliced, divided 5 medium garlic cloves, peeled 1/4 cup fresh rosemary leaves 1/4 cup fresh sage leaves 1 small bulb fennel Kosher salt, fresh ground black pepper 3 tablespoons extra virgin olive oil, divided1. Chop half the pancetta. Finely chop together garlic, herb leaves, fennel, salt, pepper. Heat half the olive oil in a large skillet over medium heat. Add the pancetta and the herb mixture and cook, stirring, until the garlic and fennel have softened. Set aside to cool.2. Remove pork from the brine, if using. Unroll it so that the butterflied roast lies flat on the countertop. Cover the pork with the pancetta-herb mixture, leaving an inch around the edges. Re-roll the meat like a jelly roll and tie with kitchen string. Wrap it with the remaining pancetta slices.3. Preheat the oven to 375 degrees Fahrenheit.4. Heat olive oil in a heavy skillet on the stovetop over medium-high heat. Sear the pork on all sides. Transfer to the rack of a roasting pan. Cook, turning once, for 30 to 40 minutes, until it measures 145 degrees on an instant-read thermometer.5. Remove the pancetta wrapping the pork and chop it while the roast rests for 5 to 7 minutes. Slice and transfer to a serving platter. Scatter the chopped pancetta over it.Noni锟絪 Roasted PotatoesBased on my grandmother锟絪 recipe; makes six servings.Ingredients: 3 pounds russet potatoes, peeled 1/4 cup olive oil Sea salt and fresh ground black pepper 2 or 3 branches fresh rosemary, broken into pieces1. Preheat the oven to 425 degrees Fahrenheit. 2. Cut the potatoes lengthwise into 4 to 6 wedges depending on their size. 3. Whisk together the olive oil, salt and black pepper in a large bowl. Add the potatoes and toss to coat with the mixture. Turn them onto a rimmed sheet pan that will hold them in a single layer. (You may need two sheet pans.) 4. Transfer to the oven immediately turning the heat down to 400 degrees. Cook for 20 to 25 minutes, taking them out of the oven to turn once or twice. Roast another 30 minutes until golden brown all over.Page 3 of 3 - Linda Bassett is the author of 锟紽rom Apple Pie to Pad Thai: Neighborhood Cooking North of Boston.锟?Reach her by email at Read Linda锟絪 blog at Follow Linda for quick recipes on Twitter at @KitchenCall. t burberry outlet online With help from teammates Castroneves and Montoya, Power is hoping to drive home Team Penske's first series championship since Sam Hornish Jr. won in 2006. coach outlet "Yeah my mindset right now is just disappointment after today's game. Dave Logan asked me about it after the game, and like I said, I didn't have a great answer for him. So I'm disappointed. I kind of need to process this game and we'll meet tomorrow. I need to process this game. Send letters to the editor by mail (P.O. Box 70710, Fairbanks AK 99707), by fax (907-452-7917) or via email ( Writers are limited to one letter every 30 days. All letters must contain no more than 350 words and include a full name (no abbreviation), daytime and evening phone numbers and physical address. (If no phone, then provide a mailing address or email address.) The Daily News-Miner reserves the right to edit or reject letters without consulting the writer. michael kors outlet ... j lv Punzenberger said that United has begun requiring all customers to also enter their MileagePlus number when logging in. If the member is back after a long break in working out, or if the member is new to working out, the counselor will walk through each machine in the fitness center, which offers a selection of strength training and cardio machines. m We can t help smiling at the beautiful by local photographer Erin Cobb. hollister clothing If you must have a cup of coffee, Morstein recommends having it as early in the day as possible, though she cautions that even if you drink it before 9 am, there is no guarantee that it will be completely out of your system by bedtime. tory burch The first victim of the shootings was Lee's adoptive mother, , 61, who was shot at her home, police said michael kors outlet Heavy construction on a 29-mile stretch of track between Avenue 17 in Madera and East American Avenue in Fresno will ramp up soon after the groundbreaking. Next, the authority plans to lay 60 miles of track between Fresno and the Tulare-Kern County line and 40 miles between the county line and Standard Road north of Bakersfield. Gore is offering perspective on the quick turnaround 13 participants will face on "Framework," a new Spike Network non-scripted show the cable TV channel touts as the "first-ever furniture design competition series." michael kors outlet 鈥淗e just went in the huddle like he owned it,鈥?Bielema said. 鈥淭hat stuff is born in him. That was an innate quality he just walked in with that鈥檚 pretty fun to watch.鈥?y coach outlet The most potentially damaging cost of vertical real estate growth downtown is the negative impact it could have on San Clemente's famous "quality of life." Three-story buildings along Avenida Del Mar could destroy views and produce a generic "urban canyon" experience that would dilute San Clemente's precious small-town look and feel. This would undoubtedly hurt San Clemente's property values. burberry outlet A young woman with dark brown eyes wearing a red, silk-brocade shalwar kameez said her name was Sapano. She showed me her 3-month-old baby. Another young woman named Mrs. Razi introduced me to her week-old infant. Top players: Amanda Lopez, sr. G; Amber Flagg, sr. G; A'lexus Williams, sr. G; Adriana Aguilar, sr. G. burberry scarf Quality Assurance Checks While speculation and a lot of guessing on their part will surround a number of Broncos players, Manning included, Anderson already has starting looking further ahead. The running back who turned into the Broncos' breakout star this season, said he plans to take some time off, to clear his head from the loss and sour ending to the season. burberry outlet online Advertisement The Buckeyes' third-stringer matched Oregon's Heisman winner as Cardale Jones led Ohio State past Marcus Mariota and the Ducks 42-20 in the first College Football Playoff national championship game Monday night at the $1.2 billion home of the Dallas Cowboys. Hope Baptist Church, 139 Shadow Oaks Drive, Sherwood: For more information, call 819-0446 or email or visit the website at . c Golovkin has passed all of his previous tests. He has recorded 18 consecutive victories by stoppage and concluded the year making a 12th consecutive successful defense of his WBA and IBO titles when he discarded Marco Antonio Rubio by second-round knockout in front of an overflow, record crowd of 9,323 at StubHub Center on Oct. 14. Bob prefers surfaces that are monochromatic, so the floors are covered in warm French limestone tile; the walls have Venetian plaster; the condo has reclaimed-oak cabinetry throughout; the kitchen is equipped with an island, and the backsplash stone is a soft onyx. AP: Is that why his film Jumanji makes the list? lv handbags "Legos are the most amazing things," Fessenden said. "I love them, and they could be for anyone at any time. I hope to keep collecting, and I hope others love and enjoy them." z tory burch * traditionalSignIn_emailAddress * coach outlet Dunn said the wide variety of state and local parks, as well as bike trails and the county s beaches, provide opportunities to attract tourists and group business. p Boys basketball: First-year coach Kelvin Eafon, a former two-sport athlete at the UA, has Pueblo in line to reach the state tournament for the first time since the 2009-10 season. coach outlet online As the U.S. government weighs its next step in a broader government response to a damaging cyber attack on Sony, President Obama ramped up his criticism of the Hollywood studio for its decision to pull back the release of 锟絋he Interview,锟?saying the comedy should be in the running for an Oscar.锟絀 can think of no better way to retaliate 锟?to show the world that we will not give in to these threats and to make clear those values we hold dear 锟?than to nominate this film for an Oscar,锟?Obama told CNN in an interview broadcast Friday.President Obama admitted that he had only seen a trailer for 锟絋he Interview,锟?a comedy about a plot to assassinate the North Korean leader, Kim Jong Un.锟絀 don锟絫 need to see the movie to know that nominating it for an Oscar is the right thing to do,锟?the president told Candy Crowley during their interview broadcast on Friday.Several administration officials said the White House woke up late to the growing confrontation with North Korea 锟?which it claims is behind the cyber attack on Sony Pictures 锟?with senior officials not realizing at first the scope and long-term implications of the attacks on Sony for its plans for a Christmas Day release of 锟絋he Interview.锟?But by last week, the combination of the destructive attack on Sony锟絪 computers, the threat of attacks on moviegoers at any theater that showed the film and the president锟絪 newfound fondness for screwball comedies sent the administration scrambling for a response.In interviews over the past two days, officials said Obama锟絪 decision was to have the White House directly lobby for the movie锟絪 inclusion on the Oscars list 锟?a public stand that went beyond previous Oval Office film criticism.锟絋he president is a great student of movies and the craft of filmmaking, and he felt it was incumbent on him, in this particular case, to lend his voice to the ongoing debate,锟?said Josh Earnest, the White House press secretary.But as striking as President Obama锟絪 determination to make Seth Rogen and James Franco into Oscar contenders for their work in 锟絋he Interview锟?is his critique of Sony Pictures for its decision last week to cancel the controversial comedy.The chief executive of Sony Pictures, Michael Lynton, defended his decision and said the president misunderstood the facts about 锟絋he Interview.锟斤拷It锟絪 really not that great a movie,锟?Lynton argued.The Sony executive said that when roughly 80 percent of the country锟絪 theaters refused to book 锟絋he Interview锟?after the latest threat, it was no great loss to the theater-going public 锟?and might even be viewed as a public service. The studio didn锟絫 cave, he said, it just decided that going to the mat for 锟絋he Interview锟?wasn锟絫 a battle it had its heart in.Page 2 of 2 - I wish the president had spoken to me first,锟?Lynton told CNN. 锟絀 would have told him to watch 锟紹oyhood锟?or 锟紹irdman锟?or 锟絋he Theory of Everything锟?before deciding to get behind 锟絋he Interview.锟斤拷Sen. John McCain, R-Ariz., was also critical of the president锟絪 outspoken support for 锟絋he Interview,锟?scoffing at the idea that the controversial comedy should be in the Oscar mix.锟絀 am not sure the president understands what 拷Boyhood锟?director] Richard Linklater has done with his latest project,锟?said a visibly upset McCain. 锟絋o take 12 years with the same cast and crew, to have the perseverance to tell a story like that, to do something no one else has done before, well, I just don锟絫 know how you can compare 锟絋he Interview锟?to that.锟絇resident Obama responded to McCain锟絪 criticism at a press conference yesterday morning, saying he welcomed the senator锟絪 input and promised 锟絫o give 锟紹oyhood锟?another watch. But he said he and his fellow White House critics don锟絫 give out praise blithely.In assessing the Oscar-worthiness of 锟絋he Interview锟?the president said he secretly enlisted the aid of China to get their take on the comedy. And back home, he convened a half-dozen meetings in the White House situation room last week, including one of the top national security team on Thursday night 锟絫o bring other voices into the Oscar conversation.锟?He even agreed to give the 锟絋he Interview锟?trailer another full viewing during his vacation in Hawaii.锟紽olks are entitled to disagree with me,锟?Obama said. 锟紹ut I think one thing we can all agree on is none of us are taking this attack 锟?or this film 锟?lightly anymore.锟絇hilip Maddocks writes a weekly satirical column. He can be reached at n S P s consider that the crisis in the Eurozone works restrictively to the lending capability of Greek Cyprus and reduces the prospects for economic growth. coach outlet Djokovic, the 2011 Wimbledon champion, is ranked No. 2 but was given the top seeding by the All England Club ahead of top-ranked Rafael Nadal. Vista Equity Partners has closed the book on its first buyout fund. hollister co Photo j burberry outlet online 3 Don鈥檛 threaten. 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CVS, now rebranded as 锟紺VS Health,锟?reasoned that the sale of tobacco was clashing with its health care mission. Although the loss of tobacco sales might implicate a modest loss of revenue for the pharmacy giant, consumers and health experts alike responded favorably to the store锟絪 landmark decision. Now, if only other drugstore chains would follow suit! w hollister clothing store He said that EU has made Greece and Greek Cypriot as the member of EU without even finding the solution of the Cyprus Problem. EU s this attitude shows that it is giving less importance to the Cyprus Issue. tory burch We deserve better.”

Die Kapitel

1. Domains
Kaum ein einzelner Bestandteil ist für den Erfolg einer Website so entscheidend, wie der Domain-Name. Eine prägnante Internetadresse ist das A&O eines jeden erfolgreichen Webprojekts. Im Idealfall entwickelt sich der Domain-Name zu »der Marke« des betreibenden Unternehmens. Im Domain-Recht geht es vor allem um Marken, Namen und das Wettbewerbsrecht. Es ist in der Regel verboten, fremde Marken oder Namen in der eigenen Domain zu führen, wenn der Markeninhaber nicht seine Zustimmung erteilt hat. Die Verwendung von Gattungsbegriffen in Domain-Namen ist dagegen zulässig. Außerdem geht es um den Umfang der Ansprüche und das Dispute-Verfahren.

2. Content der Website
Eine Website lebt von ihren Inhalten. Während für das Design oftmals erhebliche Kosten aufgewendet werden, kommt die Inhaltsauswahl bisweilen etwas kurz. Werden bei der Einbindung von eigenen oder fremden Inhalten ein Mindestmaß an Sorgfalt und einige rechtliche Regeln beachtet, kann das erhebliche Mühen und Kosten sparen. Bei der Verwendung von Content auf der eigenen Website stellen sich vor allem zwei Fragen: Habe ich als Website-Betreiber die Rechte, die Inhalte auf meiner Website zu verwenden? Inwiefern hafte ich, falls sich herausstellt, dass die Inhalte rechtswidrig sind? Dabei ergeben sich gewisse Besonderheiten, je nach eingebundenem Inhalt (Text, Bilder, Musik usw.) und Herkunft der Inhalte (selbst erstellte Inhalte, gekaufter Content, User-Generated Content).

3. Online-Shop
Die rechtlichen Regeln für Shopbetreiber sind nur noch schwer zu überschauen. Aus diesem Grund ist dem Online-Shop ein eigenes Kapitel gewidmet. Wer auf seiner Website einen Online-Shop betreiben möchte, muss insbesondere die Vorgaben des Fernabsatzrechts beachten. Das bedeutet vor allem, dass im B2C-Bereich dem Verbraucher ein Widerrufsrecht einzuräumen ist. Daneben existiert eine ganze Reihe von Informationspflichten. Wichtig sind auch die Vorschriften zum Preisangaberecht.

4. Website-Tracking
Der Einsatz von Webtracking-Software ist weit verbreitet. Viele Webseitenbetreiber analysieren das »Surfverhalten« der Besucher. Oftmals dient dies der Optimierung der Website, bisweilen auch der Personalisierung der Werbung oder der Marktforschung. Beim Tracking von Besucherbewegungen auf der Website müssen aus datenschutzrechtlicher Sicht eine Vielzahl von Rahmenbedingungen eingehalten werden. Ob man Tracking-Tools, die die IP-Adressen der Website-Nutzer speichern, überhaupt rechtlich zulässig nutzen kann, hängt davon ab, ob man die IP-Adresse für ein personenbezogenes Datum des Nutzers hält.

5. Werbung auf anderen Websites
Anschließend geht es um die Werbung auf fremden Websites, wobei die Suchmaschinen-Werbung und das Affiliate-Marketing eigene Kapitel bekommen haben. In Kapitel 6 geht es zunächst um die verschiedenen Werbeformen (Banner, Popups, Social Media) und die verhaltensbezogene Werbung (Targeting). Ein Abschnitt beschäftigt sich mit Haftungsfragen, ein weiterer mit Klick-Betrug.

  6. Suchmaschinen-Werbung
Das Thema Suche und Recht zerfällt im Wesentlichen in drei Bereiche: die Suchmaschinen-Optimierung, das Keyword-Advertising und die Spezialsuche, etwa über Preissuchmaschinen. Bei der Suchmaschinen-Werbung spielt die Musik aus rechtlicher Sicht vor allem im Markenrecht und im Wettbewerbsrecht. Insbesondere die Optimierung auf fremde Marken und die Buchung von Marken-Keywords ist aus rechtlicher Sicht problematisch. Bei der Preissuche stellen sich in erster Linie Fragen der Preisangabenverordnung und der Aktualität der Preise.

7. Affiliate-Marketing
Das Affiliate-Marketing ist vergleichsweise jung. Der Grundgedanke ist, dass eine Vergütung nur geschuldet sein soll, wenn der Werbende einen – genau zu definierenden – Erfolg hat. Rechtlich sind vor allem die vertraglichen Konstellationen wesentlich. In welchen Fällen kann ein Publisher eine Provision verlangen? In welchem Verhältnis stehen die Beteiligten zu einander? Im Detail tauchen Probleme bei Missbrauch durch Publisher einerseits und Advertiser-Fraud andererseits auf. Schließlich geht es um Haftungsprobleme, insbesondere die Frage, unter welchen Umständen der Advertiser für Handlungen »seiner« Publisher gerade stehen muss.

8. E-Mail-Marketing
Bei den rechtlichen Aspekten der E-Mail-Werbung geht es vor allem um die Einwilligung des Empfängers. Wer muss in welcher Form muss seine Einwilligung in die Übersendung von Werbung erklären. Das Kapitel beschäftigt sich insbesondere mit der Newsletter-Werbung, dem Prozedere bei Bestellung und Abbestellung. Außerdem geht es um datenschutzrechtliche Aspekte. Im Abschnitt Empfehlungsmarketing sind Tell-a-friend-Funktionen, SWYN und virales Marketing Thema. Schließlich geht es um die Frage, wie E-Mail-Adressen zu Werbezwecken rechtssicher zu gewinnen sind.

9. Verträge zwischen Dienstleistern und Kunden
Ein ganzes Kapitel ist der Vertragsgestaltung gewidmet. Spätestens hier wird deutlich, dass das Recht auch für Online-Werber in erster Linie gestalterische Aufgaben mit sich bringt. Das Kapitel soll verdeutlichen, dass Unstimmigkeiten über korrekte Leistungserbringung durch kluge Vertragsgestaltung minimiert und Lösungsmöglichkeiten schon in gescheiten Verträgen angelegt sein können. In der Online-Branche ist es üblich, dass um vertragliche Vereinbarungen nicht viel Aufhebens gemacht wird. Dies geht jedoch häufig genug schief – oftmals zu Lasten beider Parteien. Das Kapitel hebt die Bedeutung einer guten Leistungsbeschreibung hervor und zeigt Standard-Inhalte in Online-Verträgen auf. Anschließend werden typische Probleme einzelner Verträge aus dem Online-Marketingbereich besprochen.

10. Durchsetzung und Abwehr von Ansprüchen
Erst im nächsten Kapitel dreht es sich um die idealerweise nachgelagerte Seite des Rechts, die Durchsetzung und Abwehr von Ansprüchen. Hier wird beschrieben, was eine Abmahnung ist, wie man sie einerseits sinnvoll einsetzen kann und was andererseits zu tun ist, sie abzuwehren. Es werden konkrete Handlungsempfehlungen gegeben, wie Rechtsverstöße verfolgt werden können und was zu tun ist, wenn – versehentlich oder kalkuliert – gegen geltendes Recht verstoßen wurde.

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Der Verlag

  • Zum mitp-Verlag
    Der mitp -Verlag gehört als Teil der Verlagsgruppe Hüthig Jehle Rehm zur Mediengruppe Süddeutscher Verlag. Der mitp-Verlag ist ein Fachverlag für IT- und Business-Bücher und hat bereits zahlreiche Titel u.a. zu Themenbereichen wie Online-Marketing, Business, Webdesign und (Web-)Programmierung veröffentlicht. Einer der Bestseller ist z.B. der Titel Website Boosting 2.0 von Mario Fischer. Außerdem im Verlagsprogramm: