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Doctor or surgeon · Germany

Website advertising rules for doctors and surgeons in Germany

Doctors and surgeons answer to their regulator's advertising and conduct rules as well as to privacy law. This is what Heilmittelwerbegesetz (HWG) and Musterberufsordnung für Ärzte (MBO-Ä) means for your website: testimonials, claims, fees, titles and the details you must show. It applies only to sites of that profession, and only where you are licensed. For the general laws every site in Germany must follow, see Germany's laws.

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Heilmittelwerbegesetz (HWG) and Musterberufsordnung für Ärzte (MBO-Ä)

HWG in force (official text read 10 Nov 2026).

Who it covers: Physicians registered with a German chamber and practising in Germany, and anyone advertising treatments on the German market. Whether a foreign site aimed at Germany is covered was not confirmed. Set by the Länder authorities, competitors under the UWG, and the 17 Landesärztekammern (MBO-Ä).

What it requires of a website or app (8)

  • No misleading claims: no therapeutic effect the treatment lacks, no impression that success is certain or that there are no side effects, no false statements about the qualifications or "Erfolge" of the people providing itAI reviewHWG §3 sentence 2 no. 1, 2a, 2b, 3b
  • Outside professional circles, no recommendations by scientists or celebrities, and no testimonials, thank-you letters or before/after images used in an abusive, repellent or misleading wayAI reviewHWG §11(1) no. 2, 5, 11
  • Remote-only advice or treatment is advertised only where accepted professional standards do not require personal contact, is medically justifiable, keeps due care, and tells the patient about the special features of remote-only treatment (if the site promotes online-only consultation)AI reviewHWG §9; MBO-Ä §7(4) sentence 3
  • Cosmetic operations without medical need: no before/after comparison of body appearance and no advertising aimed at children or adolescents (if the site promotes aesthetic or plastic surgery)AI reviewHWG §11(1) sentence 3 no. 1, 2
  • Only factual, profession-related information is givenAI reviewMBO-Ä §27(2)
  • No professionally improper advertising, in particular touting, misleading or comparative advertisingAI reviewMBO-Ä §27(3) sentences 1-2
  • No advertising for your own or third-party commercial activities or products connected with the medical activity (if the practice site sells supplements or products)AI reviewMBO-Ä §27(3) sentence 4
  • Only titles earned under the Weiterbildungsordnung, public-law qualifications, labelled Tätigkeitsschwerpunkte and organisational notes are announced; other qualifications must not be confusable, and focus areas are stated only if the activity is not merely occasionalAI reviewMBO-Ä §27(4)-(5)

Sources:HWG §3 HWG §9 HWG §11 Berufsordnung Ärztekammer Mecklenburg-Vorpommern (10th amendment 2025)

Rules for doctors and surgeons in other markets

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A plain-language summary of what each law requires of a website or app, from the SafeLaunch rulebook, with the provision and official sources. It is not legal advice and not every duty in each law is listed.