In the German version of the reality TV show “I'm a Celebrity - Get Me Out of Here!” (also referred to as “jungle camp”) broadcast on January 24, 2014, candidates received a treasure chest as a reward, filled with “Leibniz Pick Up” chocolate cookie bars made by Bahlsen.
When opening the treasure chest and in interviews, which were apparently recorded after the scene, the candidates showed their delight by making comments such as “Awesome, rocking, tasty”, “Yummy”, “Wicked!”, “That was truly amazing. I simply want more”, “This really has got it all: caramel, chocolate, and biscuit. What more can you want?”. The camera showed the candidates enjoying the consumption of the chocolate cookie bars, in part followed by groaning, as well as cheering. The presentation was additionally reinforced by slow-motion elements. The camera zoomed in part on the lettering of the product packaging.
The court considers this representation of the “Pick Up” bar to be excessively prominent (February 18, 2016, 7 A 13293/14). The natural course of action had moved into the background compared to the advertising purpose. Product placement of the “Pick Up” bar was offered too much space. The product packaging alone appeared five times in the broadcast. The candidate statements conveyed the impression of advertising statements, where they exclusively referred to the product. The advertising effect was thus not just incidental. The product placement was therefore deemed inadmissible.