Paper short abstract:

In the Long Abstract you will find the important changes.

Paper long abstract:

The National Agency for the Intangible Cultural Heritage (ICH) was established within the Austrian Commission for UNESCO on 1 January 2006. It campaigns actively to raise awareness and secure established measures implemented already. In spring 2009 the Austrian Parliament unanimously decided to join the Convention for the Safeguarding of the ICH. On 10 March 2010 the Austrian Expert Advisory Committee submitted the first elements to be added to the National List of the Intangible Cultural Heritage. Among those submissions: The traditional healing knowledge of the Pinzgau region and pharmacies' homemade specialities. The question concerning the commercial use of "intangible heritage" on their label will come up in the course of this presentation. The predicate "intangible heritage" often carries characteristics like "high quality" and "traditional work". Hence these elements have to be critically reviewed. However, in a time of globalisation such an in-depth treatment has a huge potential that needs to be exploited.