FAQ: Legal & Accessibility

Yes, under certain conditions: shops that only use technically necessary cookies and rely on analytics that do not access the visitor's device generally need no consent under § 25 of the German TDDDG – and therefore no cookie banner. Consent-dependent services such as Google Analytics or advertising pixels must be replaced or removed for this to work.

The EU Packaging and Packaging Waste Regulation (PPWR, EU 2025/40) applies directly in all EU member states; its core obligations take effect on 12 August 2026. For online retailers this means: shipping packaging must be recyclable, empty space will be limited (max. 50% from 2030) and labelling obligations are added. Non-compliant packaging may then no longer be placed on the EU market.

The German Accessibility Act (BFSG) has required B2C online shops to make their entire purchase process accessible since 28 June 2025 – from product search to payment. The technical benchmark is WCAG 2.1 at level AA, referenced by EN 301 549. Violations can lead to fines of up to 100,000 euros as well as warning letters from competitors and consumer associations.

Three areas matter most for product photos: copyright (usage rights are required for every image – including manufacturer photos), unfair competition law (the image must show the product accurately, and decorative items must be labelled) and, for AI-generated images, the EU AI Act labelling obligation that takes effect on 2 August 2026. Violations frequently result in formal warning letters in Germany.

An online shop in Germany generally needs at least: a complete imprint (Impressum), a privacy policy, a withdrawal notice with a model withdrawal form, transparent prices in line with the Price Indication Ordinance (including VAT, shipping costs and unit prices where applicable) and an order button with unambiguous wording such as "order with obligation to pay". From 19 June 2026, a mandatory withdrawal button is added.