ZEG is one of the major players in the European bicycle market. It was founded in the 1960s to enable specialist dealers to obtain favorable purchase prices through joint purchasing. In the decades that followed, ZEG itself became a manufacturer of bicycles such as Bulls, Kettler, Pegasus and others. In 2017, the company took over the e-bike pioneer Flyer. The company also sells other branded products in the bicycle sector as a so-called "third-party supplier", which means that specialist retailers can order them through ZEG and benefit from its preferential prices - the original business of the purchasing cooperative.

Around 1000 specialist bike stores are partners of ZEG. This generates an annual turnover of between 500 million and one billion euros. The Cologne-based company is also active in the rental and leasing of bicycles. ZEG's contribution to the specialist trade and to the cause of bicycles in general is undisputed.

The fact that ZEG is not the publisher of WE+Bike is disconcerting. In the imprint, Paul Nettersheim GmbH is stated as the publisher, with which it shares the address and Georg Honkomp as Chairman of the Board (ZEG) and Managing Director (Paul Nettersheim GmbH).

Editorial advertising without transparency

WE+Bike appears at first glance to be an independent, neutral magazine that reports on topics from the world of e-bikes and other bicycle classes. For example, there is an essay on the effects of the coronavirus pandemic on cycling in Germany, the changing vocational training of bicycle mechanics is a topic, and in a report, readers get to know a letter carrier who delivers the mail on an East Frisian island by cargo bike. As in practically every bike magazine, there are product tests and purchase recommendations. The only difference is that WE+Bike only features bikes and accessories that are produced by ZEG or purchased from dealers via ZEG.

The lead of the Ostfriesland report already mentions the brand name of the cargo bike that the island postman rides. The technical data follows later in the text. In the second section, readers get to know two more cargo bikes from the ZEG portfolio. It's like leafing through the Migros magazine or the Coop newspaper. Some of the text is of an editorial nature. However, only the publisher's products can be seen. This is called corporate publishing. Veloplus and Transa also publish a magazine. In contrast to WE+Bike, all these companies make it clear in the title of their customer magazine who the sender is. Other magazines, such as Ride, live from selling advertisements to various customers. It is crucial that it is clear which content comes directly from advertisers and which is written by the editorial team according to journalistic principles.

They are shrouded in silence

Why does ZEG not identify itself as the publisher of WE+Bike? After numerous attempts, a short phone call is made to a representative, who then does not release his answers. The texts in the magazine are written by members of the editorial team of the German online magazine Velomotion. There was also a telephone conversation with an employee of this company, which cannot be quoted. Those responsible at WE+Bike had the opportunity to comment. They preferred not to comment.

The Press Code of the German Press Council states under point 7, Separation of advertising and editorial work: "Editorial publications that refer to companies, their products, services or events must not cross the line into surreptitious advertising. This is particularly the case if the publication goes beyond a justified public interest or the readers' interest in information or is paid for by a third party or rewarded with monetary benefits." If, as in the third issue of WE+Bike, cycle tour suggestions are combined with the recommendation of a specific bicycle model from the ZEG range, then this is not information but advertising.

For Professor Dr. Siegfried Klaue, professor emeritus of journalism at the Free University of Berlin and an expert in media law, one thing is certain: "Writing about bicycles in a journalistic way and only showing certain bicycles in the picture in order to achieve an advertising effect is surreptitious advertising. Editorial and advertising are mixed up. However, this is not prohibited in Germany." ZEG is not doing anything illegal by having its products presented in an editorial magazine. Nevertheless, the industry leader would benefit from a little more transparency.