Jedem das Seine 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. In May 2018, Peek & Cloppenburg started a campaign using the motto and defended its use publicly after much criticism. Jedem das Seine "" () is the literal German translation of Latin "suum cuique", a fundamental juridical concept meaning "to each his own" or "to each what he
King in Prussia states acted largely as the rulers of sovereign states, and only acknowledged the emperor's suzerainty in a formal way. Hence, even though Brandenburg was still legally part of the empire and ruled in personal union with Prussia, it soon came to be treated as a "de facto" part of Prussia. On 17 January 1701, Frederick dedicated the royal coat of arms, the Prussian black eagle with the motto "suum cuique" imprinted. On 18 January, he crowned himself and his wife Sophie Charlotte in a baroque ceremony in Königsberg Castle. Even so, Frederick's move was controversial, and only became widely accepted