Advertising for trades in Germany: eight common claims put to the test

First things first: only advertise what you are allowed to do

It sounds trivial, but it is the most common legal trap in the trades. According to case law, anyone offering services of an Annex A craft gives the impression of being entered in the Handwerksrolle and carrying out the work themselves. Without the entry, the advertising itself is open to challenge, not just the work. In 2024, the Higher Regional Court of Stuttgart ruled that a company not registered in the plumbing and heating craft may not present itself as a burst pipe or heating emergency service (case no. 2 U 70/23). And if you only broker jobs, you have to say so clearly.

Running an Annex A craft independently without an entry can be fined up to €10,000 under § 117 HwO. On top of that come cease-and-desist letters from chambers, competitors and associations. Starting out right now? Then sort out the entry first, as described in the guide Starting a trades business in Germany, and only then go online with your advertising.

Claim 1: "Meisterbetrieb"

Under § 51 HwO, only someone who passed the master craftsman exam in a licensed craft may use the title "Meister" in connection with it. Using the title without entitlement risks a fine of up to €5,000 under § 117 HwO. For the business, the chambers of crafts take the view that "Meisterbetrieb" is only not misleading if the owner or technical manager holds the master qualification, and really works in the business, not just on paper.

Claim 2: "Hourly rate €65 plus VAT"

Towards private customers, this is a classic mistake. § 3 of the Preisangabenverordnung (PAngV, Price Indication Ordinance) requires the total price, i.e. including VAT. § 12 PAngV expressly allows hourly rates, mileage rates and other charge rates, but they must include all elements of the service including the proportionate VAT. If you offer services, you also draw up a price list for the main services or charge rates.

If you also sell goods by quantity, such as paint by the bucket or leftover tiles by the square metre, the unit price is added. For pure craft services it plays no role.

Claim 3: "Free cost estimate"

This claim is actually superfluous, because under § 632 (3) BGB (Civil Code) a cost estimate is not to be paid for if in doubt. If you want money for it, you must expressly agree this beforehand. For elaborate quotes with measurement, planning and material research, that is legitimate, for example: "For bathroom planning with measurement and a 3D design we charge €250 incl. VAT. If you place the order, we credit the full amount." Have this agreement confirmed in writing.

Claim 4: "Fixed price"

"Festpreis" (fixed price) and "Pauschalpreis" (lump sum) are strong arguments, especially for bathroom renovations. But they mean what they say: the price applies even if you take longer. You can only charge extra for services the customer orders in addition or differently. So word precisely what the fixed price covers.

• Good: "Fixed price after measurement for the services described in the quote"
• Good: "Lump sum including disposal, waterproofing and tiles up to €40 per m²"
• Risky: a "fixed price guarantee" on the website when your quotes then bill "by time and material" after all
• Risky: "all inclusive" when scaffolding, skip or structural engineering cost extra

Claim 5: "24-hour emergency service at no extra charge"

Emergency services are the area consumer advice centres scrutinise most closely. If you write "around the clock", you really have to be reachable at night and able to come out. And "at no extra charge" means: no night surcharge, no higher call-out fee, no minimum billing of three hours. If there are surcharges, state them openly; that builds trust instead of trouble.

An example of fair wording from a plumbing and heating business: "Emergency service for burst pipes and heating failures within Nuremberg, daily, 24 hours. Weekdays 7 am to 6 pm at the regular hourly rate, otherwise 50 % surcharge. Flat call-out fee €39 incl. VAT." Important: advertising like this requires you to be registered in the relevant craft.

Claim 6: "4.9 stars from 120 Google reviews"

Genuine reviews are allowed and they work. Since 2022, however, the UWG (Unfair Competition Act) has had clear rules. If you make reviews accessible on your website, you state under § 5b (3) UWG whether and how you ensure that they come from customers who actually used the service. Items 23b and 23c in the annex to the UWG also prohibit claiming authenticity without checking, and submitting, commissioning or misrepresenting fake reviews.

Claim 7: before-and-after photos from customers' homes

If a photo shows a recognisable person, publishing it generally requires that person's consent under § 22 KUG (Art Copyright Act); the exceptions in § 23 KUG, such as people as mere incidental figures, are narrow. The GDPR also applies as soon as an address, doorbell sign or number plate allows identification. Under copyright law you may photograph buildings from the street (§ 59 UrhG). For interiors, you need the owners' permission anyway.

How to turn these photos into convincing references is shown in the post References and reviews for tradespeople.

Claim 8: the lettering on your company van

Your van drives through your service area every day, which makes it your most-seen advertising. Legally, the same applies there as everywhere: master title only with entitlement, "emergency service" only if you are really reachable, prices including VAT. There is no general requirement to put legal notice details on the vehicle. Name, craft, phone number and website should still be easy to read, because whoever is waiting at the traffic lights will search for you afterwards.

Advertising is only as good as the page it lands on. That page also needs a complete legal notice; all details are in the post Legal notice for trades businesses in Germany.