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Munich’s New Influencer Licensing Policy for Oktoberfest Proves Profitable
Munich, October 6, 2026 – The City of Munich has successfully implemented its new licensing policy for influencers and businesses monetizing content from Oktoberfest, generating more than 100,000 Euros in revenue. As of the day after the festival concluded, approximately 450 influencer and advertising/corporate licenses had been issued, with the possibility of more to come as post-event screening continues.
A spokesperson for the Munich Department of Economic Affairs confirmed to the German Press Agency (dpa) that the revenues were in the low six-figure range. These funds are earmarked specifically for the protection of the Oktoberfest brand.
Post-Licensing Fees Higher for Unregistered Content
The city has indicated that retrospective licenses for content discovered after publication will incur higher costs due to the increased administrative effort. “Content not licensed in advance must be licensed retrospectively and will be more expensive due to the higher effort,” stated the spokesperson. The comprehensive evaluation and summary of the entire project are still ongoing, with the screening process continuing.
The exact cost structure for individual licenses remains undisclosed, as the state capital does not release specific figures for contracts with third parties. However, a de minimis threshold exists for posts that do not generate significant financial returns.
“The basis for the license fees is always the income generated with the posting. The exact calculation then depends on various parameters, such as reach or the type of monetization on a platform,” the department explained.
Controversy Among Influencers Over New Regulations
The new regulation, which requires a permit for anyone pursuing commercial purposes-directly or indirectly-through social media content (e.g., sponsorships, collaborations, product placements) related to Oktoberfest, caused a stir among influencers. The city justified the move by pointing out that publications on platforms like YouTube and TikTok have evolved into a distinct economic sector.
“Influencers are, of course, allowed to post from Oktoberfest. We are also pleased when impressions of our beautiful festival are shared,” said the spokesperson for the Department of Economic Affairs. “However, anyone who earns money with our festival must also contribute. This applies to our landlords and showmen as much as it does to influencers – specifically when they directly earn money with a posting.”
One notable example this year was former footballer’s wife Cathy Hummels, who paid license fees for her “Wiesn stroll,” effectively purchasing a “free pass” for her guests as well.
Impact and Future Outlook
This initiative marks a significant step for Munich in regulating commercial activities around its globally renowned festival. By ensuring that those who profit from Oktoberfest contribute financially, the city aims to safeguard the event’s integrity and brand value. The ongoing screening process suggests a thorough approach to enforcement, indicating that the city is serious about maintaining control over the commercial exploitation of the festival.
The funds generated will be crucial for brand protection efforts, which could include legal actions against unauthorized use of the Oktoberfest brand, promotional campaigns, or investments in infrastructure that enhance the festival’s image and experience. This move also sets a precedent for other major events worldwide that grapple with the commercialization of digital content by influencers.
While the initial reaction from some influencers was one of concern or even opposition, the city’s stance emphasizes fairness and equal contribution from all parties benefiting financially from the event. The success of this first year of implementation could lead to further refinements of the policy and potentially inspire similar models in other large-scale public events.
The City of Munich continues to analyze the overall project, and a full report on its impact and future plans is expected after the complete evaluation of all data and screening results.
Source: https://www.traunsteiner-tagblatt.de/region/nachrichten-aus-bayern_artikel,-muenchen-stellt-450-oktoberfestlizenzen-fuer-influencer-aus-_arid,1020055.html
