Die Werberechtler · Wettbewerbs- und Werberecht

Die Werberechtler · Unfair competition and advertising law

Advertising for alternative practitioners

The HWG applies to alternative practitioners without restriction. As there is no statutory professional code, misleading claims about efficacy and qualifications are the main risk.

Legal framework

  • § 3 HWG: no efficacy promises without scientific proof
  • § 11 HWG: limits for public advertising, e.g. misleading testimonials
  • § 5 UWG: no doctor-like titles or misleading qualifications

Case law

  • OLG Düsseldorf, 20 Feb 2025, I-20 U 53/24 – a patient quote (“my pain is simply gone”) was exceptionally allowed as a recognisable individual report with a clear statement that no cure is promised

Case examples

Bioresonance

“Bioresonance against hay fever – 90 % success rate” based on own patient surveys is misleading without scientific backing.

Cancer therapy

Advertising “complementary cancer therapy with mistletoe” with healing stories breaches § 12 HWG and the ban on misleading case histories.

Rechtsanwalt Dipl.-Ing. Michael Horak, LL.M.Rechtsanwältin Julia Ziegeler

Ihr Ansprechpartner

Frist läuft oder Kampagne steht an?

Unsere Fachanwälte für gewerblichen Rechtsschutz melden sich in der Regel binnen eines Werktags – bei Abmahnungen und einstweiligen Verfügungen mit Vorrang.

Anfrage senden 0511 357356-0

Your contacts

Deadline running or campaign coming up?

Our certified IP specialists usually respond within one business day – warning letters and injunctions with priority.

Send enquiry +49 511 357356-0