Glossary A–ZLetter A
Advertising disclosure
Advertising disclosure means that advertising must be recognisable as such to the viewer and must not be disguised as neutral information.
In Germany this follows mainly from the Act against Unfair Competition (UWG). Where the commercial purpose is not already clear from the circumstances, a label such as “advertisement” or “advertising” is needed.
On a screen that only shows the shop's own offers, the advertising is obvious. It is different when news, weather or health tips alternate with paid content, such as a manufacturer's advice piece between editorial items in a waiting room. The paid content should then be clearly and legibly labelled.
Operators should display labels large enough and for long enough to be legible from the usual distance. Advertising disclosure is not the same as labelling AI-generated content or the mandatory notices that individual laws require for certain products. Services that resemble a broadcast programme may also be subject to media law rules.