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Publishers and the advertising industry criticize the planned ban on advertising in the Saarland during lockdown times for products that do not serve daily needs or basic needs.

The chief executive of the Federal Association of Digital Publishers and Newspaper Publishers (BDZV), Dietmar Wolff, said on Monday: “Shops that are legally open during lockdown must also be allowed to advertise their legal products.

Communication bans are never the right way to go. "

The Association of German Magazine Publishers (VDZ) is also against such a ban.

Chief Executive Stephan Scherzer said: "In view of the booming online trade, it is absolutely incomprehensible why stationary retail is not allowed to advertise its product range and at the same time the fine bureaucracy should be expanded." According to Scherzer, strength and energy belong in clever opening concepts and not in advertising bans .

In addition to selling their press products, publishers also rely on advertising.

In the pandemic last year, advertising revenues fell sharply in some cases because projects were postponed or advertisements were canceled.

The market only gradually recovered somewhat.

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In Saarland, the advertising ban, which the Council of Ministers intends to pass on Tuesday, is to apply with effect from February 22nd for all retail companies that can offer their range of goods without restrictions during the corona lockdown according to the priority principle.

The Saarland is the first federal state that wants to adopt such an advertising ban, it said at the weekend from the local Ministry of Economics.

According to this, department stores that advertise their products nonetheless face a fine of between 1,000 and 10,000 euros.

Economics Minister Anke Rehlinger (SPD) justified this with the fact that a voluntary commitment did not lead to a rethink in everyone.

This not only leads to a larger flow of customers, it is also a lack of solidarity with the specialty stores that are currently closed.

The advertising industry also criticized the plan.

The Central Association of the German Advertising Industry (ZAW) said: “In order to issue an advertising ban that has been subject to fines, it must be clearly defined which items do not belong to the basic supply or to everyday needs.

Ms. Rehlinger's ban on advertising is neither appropriate nor proportionate and will therefore probably not last in court. "