Jedem Das Seine - Controversies

Controversies

Several modern advertising campaigns in the German language, including ads for Nokia, REWE grocery stores, Burger King, and Merkur Bank have been marred by controversy after using the phrase Jedem das Seine or Jedem den Seinen.

An ExxonMobil ad campaign in January 2009 touted Tchibo coffee drinks at the company's Esso stores with the slogan Jedem den Seinen! The ads were withdrawn after protest from the Central Council of Jews in Germany, and a company spokesman said its advertising contractor had been unaware of the proverb's association with Nazism.

In March 2009, a student group associated with the Christian Democratic Union used the slogan for an education campaign in North Rhine-Westphalia (Germany), but later withdrew it due to public outcry.