Jedem das Seine
During World War II the phrase was used by the Nazis as a motto displayed over the entrance of Buchenwald concentration camp. This has resulted in use of the phrase being considered controversial in modern Germany.
In 1937, the Nazis constructed the Buchenwald concentration camp, near Weimar, Germany. The motto Jedem das Seine was placed in the camp's main entrance gate. The gates were designed by Franz Ehrlich, a former student of the Bauhaus art school, who had been imprisoned in the camp because he was a communist.
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 The ads were withdrawn after protest from the Central Council of Jews in Germany, and a company spokesman said its advertising contractor had been unaware of the proverb's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.
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- Nicholas Fox Weber (23 December 2009). "Deadly Style: Bauhaus's Nazi Connection". The New York Times. Retrieved 26 October 2014.
- 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)