First things first
This article describes the rules for websites operated in Germany. This is guidance only and not legal advice. The exact requirements depend on your legal form, your industry and the services your website uses. If in doubt, ask a lawyer or your chamber.
The imprint
Business websites in Germany need an imprint (“Impressum”). The obligation is now set out in the Digital Services Act (Digitale-Dienste-Gesetz, DDG), previously in the Telemedia Act. It typically includes:
- Name and address, for sole traders the owner’s name, and no PO box address.
- Legal form and representation, for a GmbH, for example, the managing directors.
- Contact details, at least an email address and one other quick way to get in touch, usually a phone number.
- Register entry, if applicable, with the registry court and number.
- VAT identification number, if applicable.
- Professional information for certain professions, for example the chamber of crafts for trades that require a master craftsman’s qualification.
The imprint must be easy to find. The usual approach is a link in the footer of every page, labelled “Imprint”.
The privacy policy
Almost every website processes personal data, if only because the server processes the IP address when the page is accessed. That’s why practically every website needs a privacy policy under the GDPR (DSGVO). It explains in plain language:
- who is responsible,
- which data is processed and for what purpose, for example via the contact form,
- which services are embedded, such as hosting, appointment booking, maps, videos or analytics,
- how long data is stored,
- what rights visitors have.
What matters is that the policy fits your website. A copied policy that names services you don’t use, or leaves out services you do use, helps no one.
Do I need a cookie banner?
A consent banner is required if your website uses cookies or similar technologies that aren’t strictly necessary, for example advertising pixels or certain analytics tools. Many businesses don’t need one at all if the website is designed for this from the start: analytics without cookies, maps and videos that only load after a click, no advertising trackers.
That’s not just more convenient from a legal point of view. Without a banner, visitors go straight to what you offer.
Typical mistakes
- An imprint that’s hard to reach, for example hidden in a submenu.
- Out-of-date details after a move, a new phone number or a new legal form.
- Services not mentioned, for example an embedded map or a booking window.
- Fonts or content from third-party servers that load as soon as the page is opened.
- A privacy policy only as a PDF instead of a normal, readable page.
Help
Imprint and privacy policy generators, for example from eRecht24, are a good starting point. They ask which services you use and create suitable texts. Still, check the result: only you know what really runs on your website. After a redesign or when adding a new service, it’s worth taking another look.
For some websites there’s a third topic: since June 2025, certain consumer services in Germany, such as many online shops, have to be accessible.
How we do it
We build websites so that they rely on as few third-party services as possible: fonts on our own server, analytics without cookies, maps and videos only after a click. That way your site usually doesn’t need a cookie banner. We add your imprint and privacy policy texts and tell you which services they need to mention. Find out more under Web design and Packages.
Even when your website grows later, for example with appointment booking or a customer portal, we tell you what needs to be added to the privacy policy. We’re happy to answer questions about this in a free intro call.