Ad disclosure in Austria: how to make sponsored posts clear

In Austria, as in the rest of Europe, paid or otherwise compensated posts must be recognizable as advertising at first glance. A clear German label such as “Werbung” or “Anzeige” (both meaning advertisement) at the start is the usual way – hidden hashtags at the end usually aren’t enough.

Disclosing paid advertising: the basic rule in Austria

If you get money, products, trips or other benefits for a post, you’re advertising and have to disclose it. In Austria this follows from several sets of rules: competition law, media law and, for certain video services, the rules for audiovisual media. On top of that come the self-regulation principles of the advertising industry. The details differ, but the core is the same: your audience should be able to tell it’s advertising before they take in the content. That applies even if you genuinely believe in the product.

“Anzeige” or “Werbung”: which word to use

For paid posts, the Austrian Media Act (§ 26 MedienG) names three terms: “Werbung” (advertising), “Anzeige” (ad) or “entgeltliche Einschaltung” (paid placement). Use one of them, clearly and at the beginning. What matters is that the label is unambiguous and understandable for your audience. “Werbung” is usually the clearest for a German-speaking audience. English abbreviations like “ad” or “sponsored” are often seen as too unclear, especially when they sit among lots of hashtags. Phrases like “in friendly collaboration” or “thanks to” don’t replace the label. When in doubt, pick the clearer word.

Where the label should go

The label belongs where nobody can miss it: for images and Reels at the start of the caption or directly in the image, for Stories on every single Story that contains advertising, for videos at the beginning and, for longer videos, again if needed. You should use Instagram’s “Paid partnership” feature or the corresponding tools on TikTok and YouTube; many creators also add a German label in the text. Hashtags at the end of a long caption that only become visible after “more” are usually considered too hidden.

Products, invitations and your own brands

Disclosure can be required even without money: for products you get to keep, invitations to a hotel or restaurant, discounts or links you earn from. The same goes for posts about your own products or a relative’s company when there is a financial interest. Cases where a product arrives unrequested and you choose to show it are often unclear. Here the assessment gets harder, and it’s worth disclosing openly rather than too sparingly. When in doubt, an honest label costs less trust than a complaint later.

How creatordeal supports you

On creatordeal, every booked collaboration is a paid advertising service – whether an Instagram post, Story, TikTok or YouTube. Under the creator agreement, responsibility for correct disclosure lies with the creator, and an instruction from the brand to leave out the label is to be disregarded. In the shop tab of your bio page, you mark partner links with a toggle; the page then visibly labels them as advertising. And because the brief and booking sit in the order chat, you can later show what was agreed – helpful if someone asks later whether and for what you were paid.

What this article doesn’t replace

This article gives an overview and is not legal advice. Which wording is sufficient in an individual case is judged differently by courts, authorities and self-regulatory bodies depending on the case, and the standards keep evolving. For binding answers, contact a lawyer; members can find information and advice at the Austrian Economic Chamber (Wirtschaftskammer Österreich). If you publish videos regularly, you should also check whether special media-law obligations apply to your channel – in Austria, the media authority is responsible. For your channel and your bio page, the legal notice usually comes with a disclosure under the Media Act. The general article on ad disclosure complements this overview.

Questions

Frequently asked.

Key answers at a glance. Everything else is in the guides and in the FAQ.

How do I disclose Instagram ads in Austria?

With a clear label such as “Werbung” or “Anzeige” at the start of the post or directly in the image, in addition to the “Paid partnership” feature. For Stories, the label goes on every advertising Story.

“Anzeige” or “Werbung” – which is correct?

Both work: the Austrian Media Act names “Werbung,” “Anzeige” and “entgeltliche Einschaltung.” What matters is that one of these labels appears clearly and visibly at the beginning.

Is #ad enough in Austria?

You shouldn’t rely on it. English abbreviations at the end of lots of hashtags are often considered too unclear; a German label at the start is safer.

Do I have to disclose gifted products as advertising?

If you get to keep the product and post in connection with it, generally yes. Invitations and discounts count as benefits too.

Who is responsible for disclosure in Austria?

Primarily the creator who publishes the post. The brand can also be responsible; nobody has to follow an instruction not to disclose.

Paid collaborations from Austria

Create your profile, set up packages and get requests with a clear brief – operated from Austria.

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