The phrase "Arbeit macht frei" ("work shall set you free"), which could be found in various places in some Nazi concentration camps, e.g. on the entrance gates, seems particularly cynical in this context (the Buchenwald concentration camp was the only concentration camp with the motto "Jedem das Seine" ("To each his own") on the entrance gate).
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.
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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 The ads were withdrawn after protest from the Central Council of Jews in Germany, and a company spokesman said its advertising contractor had been unaware of the proverb's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.
Jedem das Seine, a German translation of Suum cuique, the Latin phrase meaning to each his own
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