Austria Influencer Disclosure Rules 2026

Influencer disclosure rules in Austria: the wording the local regulator prefers, where to place it and which variants it rejects. Pick a platform and collaboration type below, then copy the line for your caption.

Platform

Type of collaboration

This country's regulator explicitly rejects English-only hashtags like #ad or #sponsored. The disclosure must be in the local language.

Required disclosure

Also acceptable

#Werbung

#Anzeige

Bezahlte Partnerschaft mit [Marke]

✗ NOT acceptable

#ad

#sponsored

#sponsor alleine

Where to place it

Am Beginn des Posts, vor anderem Text
In deutscher Sprache, gut lesbar
Bei Videos: On-Screen-Text während der Werbephase

Penalties and official sources

⚠ Penalties for non-compliance

Verstöße werden vom Werberat behandelt. Ergänzend können nach österreichischem UWG zivilrechtliche Unterlassungs- und Schadensersatzklagen folgen.

Source

→ Österreichischer Werberat — Ethik-Kodex

ⓘ This is general guidance based on publicly available regulatory sources, not legal advice. Every campaign should be reviewed by qualified counsel in the target jurisdiction before launch.

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Ethik-Kodex der Werbewirtschaft

Österreichischer Werberat · 2022

Austria follows the German UWG model. Influencer disclosures must be in German, prominent, and use the standard 'Werbung'/'Anzeige' terms. English shorthand is not recognised as sufficient.

FAQ

Is #ad enough in Austria?

Not on its own. The rules overseen by Österreichischer Werberat expect a clear label the local audience understands, so use the local-language wording from the generator above rather than an English-only hashtag.

What law governs influencer disclosure in Austria?

Ethik-Kodex der Werbewirtschaft (2022), enforced by Österreichischer Werberat. Verstöße werden vom Werberat behandelt. Ergänzend können nach österreichischem UWG zivilrechtliche Unterlassungs- und Schadensersatzklagen folgen.

Does gifted content require disclosure in Austria?

Yes. Werbung is the regulator-preferred wording. See the generator above for accepted alternatives.

Other EU countries

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