Law & AI
Imprint, advertising labels, AI labelling, music, photos and giveaways explained clearly.
- Imprint (Impressum) on Instagram & Facebook: how it worksBusiness social media profiles need an imprint (Impressum) under § 5 of Germany’s Digital Services Act (DDG). A clearly labeled, easy-to-see link under your bio to a complete imprint is enough, according to a ruling of the Higher Regional Court of Hamburg on May 21, 2026 – but that is a single-case decision.
- Labeling ads: when you must write “Werbung” or “Anzeige”If you show your own products or services on a clearly recognizable business account, you usually don’t have to label it as advertising. “Werbung” or “Anzeige” (German for “advertising” and “ad”) becomes mandatory as the first word as soon as a third party gives something in return.
- AI labeling requirement 2026: what applies to social media?Since August 2, 2026, Art. 50 of the EU AI Act applies: businesses must disclose realistic-looking AI images, videos and audio (deepfakes). There is no duty to label every AI image.
- Music in Reels and TikToks: what businesses may doThe big music libraries of Instagram and TikTok are usually licensed for private, not promotional use. Businesses need cleared libraries, their own licenses or original sound.
- Posting photos of employees and customers: consentAnyone recognizable in a photo generally has to agree to its publication. For employees, consent should be given in writing or electronically and separately from the employment contract. You ask customers beforehand and keep a record of the answer.
- Giveaways on Instagram and Facebook: the rulesA giveaway (prize draw) needs easily accessible terms and conditions, a privacy notice and a note that Instagram or Meta is not involved. On Facebook, “share” or “tag” must not be a condition of entry.