Jedem das Seine
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 The ads were withdrawn after protest from the Central Council of Jews in Germany, and a company spokesman said its advertising contractor had been unaware of the proverb's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.
However, the German military police Feldjäger still uses the Latin variant suum cuique as its official motto. They refer to the Black Eagle Order instead of the Nazis, although the latter abused the motto in Buchenwald.
- Luther, Martin (1569). Haußpostill Doc. Martin Luthers über die Sonntags unnd der fürnembsten Fest Evangelia durch das gantze Jar. Nürnberg: Ulrich Newber. p. 54.
- Spitta, Philipp (1899). Johann Sebastian Bach: his work and influence on the music of Germany, 1685-1750 1. London: Novello & Co. p. 555.
- Rochlitz, Friedrich (1803). Jedem das Seine. Lustspiel in einem Aufzuge. Züllichau: In der Darnmannschen Buchhandlung.
- Bernstein, Caroline (1832). Jedem das Seine! Original-Lustspiel in Versen und drei Aufzüge. ("E. Karoli," pseudonym). Iserlohn: W. Langewiesche.
- David Wroe, Petrol station used Nazi slogan on posters, The Telegraph, 14 January 2009.
- jol, dpa/ddp Nazi Slogan: CDU stoppt Kampagne "Jedem das Seine", der Spiegel, 12 March 2009. (in German)
- Quotations related to Cicero at Wikiquote