Judgment of the Court (Sixth Chamber) of 2 September 2021.#Peek & Cloppenburg KG, v Peek & Cloppenburg KG.#Request for a preliminary ruling from the Bundesgerichtshof.#Reference for a preliminary ruling – Consumer protection – Directive 2005/29/EC – Unfair commercial practices – Commercial practices deemed to be unfair in all circumstances – Misleading commercial practices – First sentence of point 11 of Annex I – Advertising campaigns – Use of editorial content in the media to promote a product – Promotion financed by the trader itself – Concept of ‘payment’ – Promotion of sales of the products of the media operator company and of the trader