Overview
- ARD Media formally refused to run the 35‑second 'Wir schauen hin' commercial on Nov. 5, saying the spot does not qualify as permissible advertising under German broadcasting law.
- The film was financed with €135,000 raised over roughly 18 months by KLIMA° vor acht, released on YouTube after the rejection, and shown at a local screening in Berlin‑Pankow.
- ARD cited the Medienstaatsvertrag requirement that allowed ads must promote sales or improve a company’s image and also referenced the new EmpCo guideline about environmental claims.
- KLIMA° vor acht and its media lawyer argue the spot functions as image advertising for sponsoring firms and point to past examples such as Telekom’s campaign, and they are now exploring court action.
- The dispute follows KLIMA° vor acht’s analysis that climate coverage on ARD and ZDF fell below 1 percent in H1 2026 and raises broader questions about how public broadcasters handle advocacy and climate reporting.