Ad Disclosure for Petfluencers: Rules in Germany, Austria and Switzerland

Key takeaways

• If you receive something in return for a post, including a free product or invitation, it generally counts as advertising and must be disclosed.
• In Germany and Austria, German-language accounts need terms such as 'Werbung' or 'Anzeige' at the start; an English '#ad' is not enough.
• Platform tools such as 'Paid partnership' do not replace legally required disclosures; use them only as an addition.
• Switzerland has no general disclosure requirement, but advertising must be clearly recognisable to the average user.
• This article provides general information and is not a substitute for legal advice.

You must label a post as advertising whenever you receive something in return, including a gifted product or an invitation. To disclose advertising on Instagram in Germany and Austria, it is best to put "Werbung" or "Anzeige" at the start of your post. Switzerland has slightly different rules. In this article, I’ll explain when a post counts as advertising, how to label it correctly and how the rules differ between Germany, Austria and Switzerland.

I’m Michael, a mantrailing trainer from Vienna, out and about with Petra and Siegfried. When it comes to ad disclosure, I keep seeing the same uncertainties among pet owners. Here’s some clarity, without the legal jargon.

When a post counts as advertising

The key question is not whether money changes hands. What matters is whether you receive something in return for the post. That includes cash, but also a free pet food package, a gifted dog harness, a product sample, an invitation to an event or a paid-for trip.

As a rule of thumb: if a business is behind it and you receive something in return, it is advertising.

In Austria, the industry platform THE PAPER (backed by organisations including WKO and RTR) has made this clear: the value of what you receive does not matter; disclosure is required from the very first cent. So you cannot argue that the product sample was "only" worth a few euros.

What does not count as advertising? Showing a product you bought yourself because you genuinely believe in it, without receiving anything in return. A practical tip: keep the receipt. If anyone asks, you can prove that you paid for that pet bowl set yourself.

In short:

• Received money, a product, a sample, a trip or an invitation: disclose it.
• Bought it yourself, received nothing in return, sharing your own opinion: generally no disclosure needed.
• When in doubt, disclose it. You can’t go wrong with that.

Disclosing ads on Instagram, TikTok and YouTube

Here’s how to disclose ads correctly on Instagram, TikTok and YouTube: the label must be clear, prominent and easy to spot without searching. In Germany and Austria, that means using German terms such as "Werbung" or "Anzeige", right at the start of the post.

A common misconception concerns platforms’ built-in tools. Instagram offers the "Paid partnership with..." label, while YouTube has its own toggle for paid product placements. These tools are useful, but they are not enough on their own. In their ad disclosure guidelines, Germany’s media authorities state that Instagram’s advertising tools alone do not make the promotional nature sufficiently clear. You can use them, but only alongside a written disclosure.

Here’s what that means for each channel:

• Instagram feed and Reels: put "Werbung" or "Anzeige" at the very start of the caption, not after "see more".
• Instagram Stories: display the disclosure prominently, ideally as text near the top, where it will not be hidden by the profile picture or buttons.
• TikTok: include the disclosure in the video description and visibly within the video, as the description is often only shown briefly.
• YouTube: include the disclosure at the start of the description and, especially for longer videos, both on screen and spoken at the beginning.

Avoid relying solely on hashtags at the end, such as "#werbung" at the very bottom of a block of text. A hidden or buried disclosure is not enough. English labels such as "#ad" or "sponsored" are also considered insufficient for German-language accounts.

If you’re just getting started with your pet account, this guide to becoming a petfluencer with your pet will help you take the first steps.

Differences between Germany, Austria and Switzerland

The basic principle is the same in all three countries: advertising must not be disguised as an impartial recommendation. But there are differences in the details that you should know about if your account reaches audiences across borders.

Germany

The state media authorities are among the bodies responsible. Their ad disclosure guidelines set out clear requirements. If you receive something in return, you disclose it. Use "Werbung" or "Anzeige", clearly visible at the start. The platform’s tool does not replace that disclosure. You can find more information directly from the media authorities on ad disclosure.

Austria

The legal framework includes the Media Act and the Audiovisual Media Services Act. KommAustria is the responsible authority, supported by RTR. Here, too, you should use German terms such as "Werbung", "Anzeige" or "entgeltliche Einschaltung", clearly displayed at the start. Platform labels do not replace legally required disclosures. Important: if you regularly publish videos, have a larger audience and earn money from them, you may need to register your channel with KommAustria. This is something to check as your account grows.

Switzerland

Switzerland takes a different approach. There is no general requirement to label every paid post. The principles of the Swiss Commission for Fairness are the relevant standard. What matters is whether the average user can recognise the promotional nature at first glance. If not, you need a clear label, such as "Werbung" or "Sponsored Content". If the advertising is already obvious, a label may not be necessary. Since "obvious" is open to interpretation, a clear disclosure is the safest approach in Switzerland, too.

A quick comparison:

• Germany: general disclosure requirement when you receive something in return; German terms required; the platform tool alone is not enough.
• Austria: general disclosure requirement from the first cent; German terms required; registration may be necessary as your reach grows.
• Switzerland: no general requirement, but advertising must be clearly recognisable; disclose when in doubt.

Common mistakes and how to avoid them

Most problems arise not from bad intentions, but from taking shortcuts or not knowing the rules. These are the mistakes I see most often:

1. Hiding the disclosure at the bottom. It belongs at the start, not behind "see more".
2. Using only the platform’s tool. "Paid partnership" alone is not enough in Germany and Austria. Add a written disclosure.
3. Using English terms for German-language accounts. "#ad" or "sponsored" are not enough. Use "Werbung" or "Anzeige".
4. Not disclosing product samples. That gifted treat set also counts as something received in return.
5. Obscuring the disclosure in a Story. Position the text so that no buttons cover it.
6. Keeping no proof of products you bought yourself. Save your receipts in case anyone asks.

And one point that matters to me as a trainer: animal welfare comes before reach. No collaboration is worth stressing your pet or featuring a product you do not believe in. It is better to turn it down than promote something that is not good for your dog or cat.

If you’re serious about working with brands, it is worth building your account on solid foundations. For a step-by-step introduction, read An Instagram Account for Your Cat: Get Started in 7 Steps.

General information, not legal advice

This article provides an accessible summary of the current situation and is not a substitute for legal advice. Rules change, and individual circumstances can differ. If you’re planning larger collaborations or feel unsure, seek legal advice when in doubt.

The good news: for everyday use, a simple approach is usually enough. If you receive something in return, disclose it clearly and at the start. That way, you stay on the safe side and build trust with your community rather than risking it.

If you want to know whether your pet account is ready for collaborations, take the free Petfluencer-Check from Schnauze. You’ll get an honest assessment and concrete next steps, with no promises of rapid audience growth.

Frequently asked questions

Do I need to disclose a post if I received the product as a gift?

Yes, generally. A free product, invitation or trip counts as something received in return. If you post in exchange for it, that is advertising and must be disclosed.

Is Instagram’s 'Paid partnership' label enough?

No. Germany’s media authorities consider the platform tool alone insufficient. Add 'Werbung' or 'Anzeige' at the start of your post.

Can I use '#ad' or 'sponsored'?

For German-language accounts in Germany and Austria, English terms are considered insufficient. Use clear German terms such as 'Werbung' or 'Anzeige'.

Does Switzerland have the same rules as Germany?

No. Switzerland has no general disclosure requirement. However, advertising must be clearly recognisable as such, or you risk problems over undisclosed advertising.

What happens if I do not disclose advertising?

A missing disclosure may be treated as covert advertising. Depending on the country, you could face formal legal warnings, complaints to supervisory authorities or proceedings. Disclosure is the safer approach.