Munich earns over 100,000 euros from Oktoberfest influencer licenses

The City of Munich has generated over 100,000 euros in revenue through new licensing requirements for influencers at Oktoberfest. According to a spokesperson from the Munich Economic Department, the total earnings reached the low six-figure range.

Approximately 450 influencer, advertising, and corporate licenses were issued by the day following the festival's conclusion, though more may be processed as screening continues. The funds collected are earmarked for the protection of the Oktoberfest brand.

Under the new regulations, individuals using social media content for commercial purposes—such as through sponsorships, collaborations, or product placements—must obtain permission. License costs are based on the revenue generated by the posts, calculated using parameters like reach and monetization type. The city noted that retroactive licenses for content discovered after the fact are more expensive due to the increased administrative effort involved.