Germany Influencer Disclosure Rules 2026
Influencer disclosure rules in Germany: 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
Required disclosure
Werbung
Also acceptable
✗ NOT acceptable
Where to place it
- Am Anfang des Posts platziert, vor jedem weiteren Text
- Klar lesbar in derselben Sprache wie der Werbeinhalt (Deutsch)
- Bei Videos als On-Screen-Text und/oder verbal hörbar
- Nicht in einer Hashtag-Wand am Ende versteckt
Penalties and official sources
⚠ Penalties for non-compliance
Verstöße gegen § 5a UWG werden von Wettbewerbsverbänden zivilrechtlich durchgesetzt. Abmahnungen, Unterlassungsklagen und Vertragsstrafen sind die typischen Folgen. Die Wettbewerbszentrale betreibt aktiv Verfahren gegen nicht-konforme Influencer und Marken; Streitwerte regelmäßig im fünfstelligen Bereich.
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UWG §5a (2022 amendment) + Medienstaatsvertrag §22 (5th amendment effective 1 October 2024)
OLG / Wettbewerbszentrale / Landesmedienanstalten · 2024
Germany requires explicit German-language disclosure of any paid promotional content under §5a Abs. 4 UWG (2022 amendment), which requires the commercial purpose of a commercial act to be made recognisable, and under §22 Abs. 1 Medienstaatsvertrag (MStV), a breach of which the Landesmedienanstalten can fine up to €500,000 under §115 Abs. 2 MStV. The 5th MStV amendment effective 1 October 2024 aligns the framework with the EU Digital Services Act. The Wettbewerbszentrale (Centre Against Unfair Competition) and the Landesmedienanstalten actively monitor and pursue non-compliant influencers. Generic English hashtags (#ad, #sponsored) are not recognised as sufficient by German courts.
FAQ
Is #ad enough in Germany?
Not on its own. The rules overseen by OLG / Wettbewerbszentrale / Landesmedienanstalten 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 Germany?
UWG §5a (2022 amendment) + Medienstaatsvertrag §22 (5th amendment effective 1 October 2024) (2024), enforced by OLG / Wettbewerbszentrale / Landesmedienanstalten. Verstöße gegen § 5a UWG werden von Wettbewerbsverbänden zivilrechtlich durchgesetzt. Abmahnungen, Unterlassungsklagen und Vertragsstrafen sind die typischen Folgen. Die Wettbewerbszentrale betreibt aktiv Verfahren gegen nicht-konforme Influencer und Marken; Streitwerte regelmäßig im fünfstelligen Bereich.
Does gifted content require disclosure in Germany?
Yes. Werbung is the regulator-preferred wording. See the generator above for accepted alternatives.
Other EU countries
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