Media and consumer-lawyers has so far disagreed on whether virtual advertising should be allowed in Germany.
According to Stefan Ludwig, marketing manager for sponsorship and virtual advertising, with Hamburg-based sports marketing agency, Global Sportnet, the issue has been a "grey area."
But the new law, says Ludwig, "will allow virtual advertising on signals from anywhere in the world and give clients confidence to use the technology whereas before some were hesitant due to the uncertain legal position. It will clear the picture in Germany and other countries in Europe are now following."
The law will be passed this summer, but Global Sportnet are assured that its present use will not be hindered.
FIFA rules on virtual advertising have also helped develop acceptable industry standards.
Says Ludwig: "FIFA allows the replacement of existing advertising boards and also pitch insertions outside of the action - at half time and before and after the match. Advertisements will also be allowed behind the goal. Some lawyers have called virtual advertising subliminal advertising but we only replace existing boards: we don't flash up an image for a few seconds.
"In some sports like ice-hockey and hand-ball you have advertising in the middle of the pitch. Soccer is the only sport where this is not allowed."
Global Sportnet represented Glasgow Rangers in their UEFA Cup match against Parma last year, the first time virtual advertising was used in European soccer.
Says Ludwig: "We produced three signals: one clear signal for Scotland, and used virtual advertising on signals for the different markets in Italy and Germany with Symah Vision as the technology provider. Virtual advertising is an additional tool. It is not a substitute for existing advertising, but it allows sponsors to co-ordinate national campaigns in international events like The Champions League and the World Cup. Our point of view is that virtual advertising belongs to the event organiser or rights-holder, not the TV stations and the law in Germany will become a cornerstone in its development."
