Many industries have their own advertising rules that apply in addition to the UWG and are usually stricter. Competitors and associations enforce them via § 3a UWG, and supervisory authorities add their own measures. Below you will find all sectors we regularly advise on, each with the legal framework, case law and practical examples.
Health
Food & health claimsLMIV, Health Claims RegulationFood supplementsHealth claims, NemVPharmaceuticals & HWGPublic advertising, mandatory textPharmacies & mail orderBonuses, data protectionMedical devices & biocidesIntended purpose, MDRCosmetics & beautyArt. 20 Cosmetics RegulationDoctors, dentists, clinicsProfessional codes, telemedicineAlternative practitionersHWG, testimonialsAesthetic medicineBefore-and-after banOpticians & hearing aidsHWG gifts, loyalty pointsFitness & wellnessTotal price, terms
Regulated products
Tobacco & e-cigarettesTabakerzG advertising bansAlcoholHealth claims, youth protectionCannabisKCanG, medical cannabisGambling & sports bettingGlüStV 2021
Finance & real estate
Banking & creditConsumer credit, PAngVInsuranceIDD, broker statusInvestments & cryptoMiCAR, WpHGReal estate & brokersGEG energy data, commission
Energy, mobility & technology
EnergyElectricity labelling, green claimsCars & mobilityPkw-EnVKV, CO2 classTelecommunicationsTKG, speed informationElectronicsEnergy label, WEEESoftware, apps & gamesChildren, virtual currencies
Retail & consumer goods
Online marketplacesP2B, DSA, rankingsRetail & groceryUnit price, deposit, 30-day ruleFashion & textilesFibre namesFurnitureDiscount campaignsToys & children’s productsWarnings, purchase appealsPet foodFeed claimsTravel & flightsFinal prices
Services & media
Crafts & constructionMaster title, trades registerLawyers, tax advisers, architectsProfessional advertisingEducation & coachingDistance learning approvalPress & publishingAdvertorial labelling
Case examples
One product, several rule sets
A collagen powder with vitamin C is subject to food law and the Health Claims Regulation; once medicinal effects are claimed, the HWG applies as well.
Marketplace and seller
A seller of electrical goods on a marketplace must supply energy label, unit price and manufacturer details itself; warning letters usually target the seller.
