Messaging Compliance in Germany

Overview

In Germany, marketing SMS and emails generally require prior express consent under section 7 of the Act against Unfair Competition (UWG) and the GDPR, and double opt-in is the standard way to document that consent.

German websites need GDPR compliance, cookie consent under the TDDDG and an Impressum (legal notice) identifying the business.

German is the language of search in Germany, with English common in technology and startup circles, so many B2B sites run in both languages.

In Europe, WhatsApp marketing is treated like other electronic marketing: you need a lawful basis, usually consent, and you must be transparent about how contact data is used under GDPR or UK GDPR.

European countries regulate marketing calls through national laws and do-not-call or objection registers, and automated (recorded) marketing calls generally require prior consent.

Advertising Rules

Advertising must comply with the UWG, including clear labelling of advertising and influencer content.

Digital Habits and Channels in Germany

Germany has very high smartphone use, and WhatsApp is by far the most used messaging app; many Germans are privacy-conscious and expect explicit, double opt-in consent before receiving any marketing. SMS is used mainly for transactional messages and two-factor authentication, and alphanumeric sender IDs are generally supported.

Payment habits are distinctive: cash is still more common than in many European countries, and online shoppers favour PayPal, invoice payment (Kauf auf Rechnung) and direct debit (SEPA Lastschrift) over credit cards. Websites need an Impressum with full company details. The commercial calendar peaks in Advent and at Christmas markets, and Black Friday has become important, while many businesses slow down during summer school holidays, which are staggered by state.

Germany is Europe's largest economy, built on the Mittelstand: hundreds of thousands of family-owned, often export-focused manufacturers of machinery, car parts, chemicals and electrical equipment, alongside global groups such as Volkswagen, Siemens, BASF and SAP. VAT (Mehrwertsteuer) is 19%, with 7% on food and books. Under Section 7 of the Act against Unfair Competition (UWG), marketing by SMS, email or phone to consumers requires prior express consent, and the double opt-in is the accepted way to prove it. Every commercial website needs an Impressum with the company's legal details, and invoice payment (Kauf auf Rechnung), PayPal and Klarna are popular online.

Practical Details

Country code +49; time zone Europe/Berlin; currency euro (EUR). Usual working week: Monday to Friday.

Cities we cover in Germany

• Berlin
• Munich
• Frankfurt
• Hamburg
• Cologne
• Dusseldorf
• Stuttgart
• Leipzig
• Dresden
• Nuremberg
• Hanover
• Bremen
• Essen
• Dortmund
• Karlsruhe
• Mannheim
• Bonn

General information, not legal advice, as of October 2026.