Pharmacist or pharmacy · Germany
Website advertising rules for pharmacists and pharmacies in Germany
Pharmacists and pharmacies answer to their regulator's advertising and conduct rules as well as to privacy law. This is what Heilmittelwerbegesetz (HWG), pharmacies 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), pharmacies
In force (Neufassung of 19 Oct 1994, amended since); official text read on gesetze-im-internet.de on 10 Nov 2026.
Who it covers: Anyone advertising medicines, treatments, procedures or other health remedies on the German market. Whether a foreign site aimed at Germany is covered was not confirmed. The professional chambers' own codes may add to it. Set by the Länder authorities and, through the Law against Unfair Competition (UWG), competitors and consumer associations.
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 advertising with recommendations by scientists, health professionals or celebritiesAI reviewHWG §11(1) sentence 1 no. 2
- Outside professional circles, no case histories used in an abusive, repellent or misleading way or that invite self-diagnosisAI reviewHWG §11(1) no. 3
- Outside professional circles, no before/after or body-change images, and no testimonials, thank-you or recommendation letters, used in an abusive, repellent or misleading wayAI reviewHWG §11(1) no. 5, 11
- No claims suggesting health is impaired by not using, or improved by using, the treatmentAI reviewHWG §11(1) no. 7
- Advertising is recognisable as advertisingAI reviewHWG §11(1) no. 9
- Unapproved medicines are not advertised (if the site advertises medicines)AI reviewHWG §3a
- No prize draws that encourage inappropriate or excessive use of medicines, and no free samples or vouchers for medicines (if the site advertises medicines)AI reviewHWG §11(1) no. 13-15
Rules for pharmacists and pharmacies 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.