Original wording of Schwalbe's apology:

Attacking the current criticism of the warnings due to image rights infringements by retailers, Schwalbe takes a stand and apologizes: "We are currently facing fierce criticism due to our approach to retailers who have used our images without a license. This criticism is completely justified.

The measure, which is intended to protect specialist retailers and end consumers, was implemented more than unfortunately by us. We apologize for this approach. The sudden harshness does not correspond to the partnership that retailers know and rightly expect from us. Before taking such a measure, we should have made an offer to talk and reach an undisputed settlement.We would like to briefly explain the factual background:

The use of images from our company without our consent is a copyright infringement. Retailers who use our images are generally aware of this. Many have therefore already approached us in the past with a request for permission and the conclusion of a license agreement.

The warnings that have now been issued relate to misconduct in the use of our image material that harms us because it misleads consumers. Particularly serious are cases in which images are assigned false product descriptions. A less expensive performance version of a tire is sold, but the description and images of the Evolution version, which is of significantly higher quality, are used in the presentation of the offer. Furthermore, we used images for bait-and-switch offers where the corresponding products were not even available, or outdated images were used to represent current products. All such "deceptions" are attributed to us as a brand by consumers, as the original Schwalbe image and catalog material is used.

In the past, we have always responded to requests for our image material and provided the relevant data for advertising use. However, this was always done as part of an agreement between us and the retailer. Through this contact, we were able to ensure that the retailer was familiar with our products, offered knowledgeable advice and was committed to our quality standards in terms of product, service and "honest" communication. We could and can therefore also assume in future that these dealers maintain their website, replace outdated images, do not use false product descriptions and, above all, actually sell our products. We will continue to maintain this line of open and mutually trusting partnership with retailers in the future to protect the consumer.

We would like to make this clear: We are not concerned with the warnings that have now been issued as a "rip-off". To underline this, we are waiving or assuming the payment of legal fees in all cases. The prerequisite is that the corresponding cease-and-desist declarations are submitted.
In future, we will pay more attention to compliance with our image usage rights. We will only tolerate the use of images if there is a usage agreement with us. In this way, we want to protect both the specialist trade, which handles the image material responsibly, and consumers, who should not be misled.The Bohle company has always been a close partner to specialist retailers and will continue to be so in the future. Once again, we would like to sincerely apologize for our completely unexpected and therefore, in this case, not cooperative behavior.