Note: legal review pending
This article explains the legal and tax situation to the best of our knowledge with sources — it is not legal or tax advice. For binding guidance, please consult a lawyer or tax advisor.
In short
For a German audience, English tags like "ad", "#ad" or "sponsored" are generally considered insufficient because not every user reads them as an advertising note. Courts and the media authorities require clear German terms — "Werbung" and "Anzeige" are safe. English is only defensible for an English-speaking audience.
Why isn't "ad" or "sponsored" enough?
The label must be readily understood as an advertising note by the relevant audience. With a predominantly German-speaking audience, one cannot assume everyone correctly interprets the English terms — abbreviations like "ad" in particular are easily missed or misunderstood. German courts have repeatedly held English or unclear labels to be insufficiently clear (incl. decisions of LG München I in the influencer context).
Which terms are safe?
| Term | Assessment for a DE audience |
|---|---|
| Werbung | Safe |
| Anzeige | Safe |
| #ad / ad | Generally insufficient |
| sponsored / sponsored by | Generally insufficient |
| paid partnership (EN only) | Usually not enough on its own for DE |
What about the "paid partnership" platform tool?
The on-screen "paid partnership with …" tool can support disclosure but is not always sufficient on its own. Depending on presentation, it can be overlooked. The safe practice is to additionally place "Werbung" or "Anzeige" clearly in the post itself.
When is English defensible?
If the account clearly targets an English-speaking audience, an English label can be appropriate. What always matters is that the actual audience understands the note as advertising. In the German-speaking market, "Werbung" and "Anzeige" remain the safe choice.
The audience's language decides
Not the language of the post but the understanding of the actual audience matters. For a German audience: use German terms.
Status & disclaimer
As of June 2026. General orientation, not legal advice. Sources: UWG, Media State Treaty, Medienanstalten (incl. Medienanstalt NRW), case law incl. LG München I.
Frequently asked
- Can I use "#ad" if my followers also understand English?
- Risky. As long as a relevant part of your audience is German-speaking, "Werbung" or "Anzeige" is the safe choice.
- Is the "paid partnership" tool enough on its own?
- Usually not. It can supplement but does not replace a clear German label in the post in every case.
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