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The society believes that the Internet companies should not be allowed to advertise their business in the traditional manner, claiming that they do not meet the legal or trade requirements set out under German law.

Herr Georg Friedrich, of extralot.com, the Internet auction house which has been targeted in the legal challenge, believes that the society does not have a case and the authorities would be unable to enforce any ruling supporting the society’s case because of the nature of the Internet. He believes that the real motive behind the move is the traditional auctioneers’ fear that up and coming Internet auction houses could take away their business.