There is a legal obligation in Germany to provide an imprint for all commercial online presences. This also applies to social media channels, if used for business purposes. Failure to include an imprint can lead to expensive fines. The following article outlines the correct way to create a proper imprint on Facebook, Instagram, Twitter, LinkedIn, YouTube and TikTok.

An imprint serves to disclose the identity of the operator and to ensure legal addressability. As such, it is mandatory in Germany for companies to have an imprint on all commercially used websites, including social media channels.

What to Include in an Imprint

A legally compliant imprint must include specific mandatory information to meet the requirements of the German Telemedia Act (TMG). That information includes:

• Name and address: If you are disinclined to provide your private address in the imprint, you can rent a business address (LINK) for the purpose. You can also find information on how renting a business address can help protect your privacy in our article: How to Avoid Using Your Private Address in Your Imprint.

• Contact details: Usually an email address and a telephone number.

• Commercial register or association register along with register number.

• VAT ID number or business identification number, if applicable.

• For regulated professions (occupations subject to statutory designation): Information about the relevant supervisory authority (German state), designation of the professional regulations and how these regulations can be accessed.

• For journalistically or editorially oriented commercial offerings: Name and address of the person in whose name the offerings are made.

Automated imprint generators, which can easily be found online, can help you quickly create your imprint. All you have to do is enter your details, and the website will generate a standard imprint for you. When it comes to more complex legal structures, however, these services may have limitations. In such instances, it is advisable to seek legal advice.

The "Two-Click Rule" for the Imprint

Once you have your imprint, it should be incorporated into all of your company’s online presences such that it can be found within two clicks. The "two-click rule" is a legal requirement for imprint accessibility, a rule intended to enable users quick and easy access to necessary information about the person or entity behind the website or social media profile. As such, a missing or difficult-to-access imprint can lead to legal consequences, as it can be considered a violation of competition regulations.

In practice, the two-click rule means that the imprint link should typically be directly accessible from the homepage, without users having to excessively scroll or open additional menus. On many websites, the imprint is located in the footer or main navigation menu. For social media profiles, the imprint is often placed in the channel information or behind a link in the profile description. The link can lead to either an external imprint page obtained from a hosting provider at a low cost or to the imprint subpage of your own website, if you have one.

Specific instructions for correctly adding an imprint to various social media channels can be found here:

How to Correctly Add Your Imprint to a Social Media Channel

1. Facebook: Adding an imprint to Facebook is quite simple. Go to your Facebook page and click on "About" below your cover photo. Then, click on "Page Info" on the left side. Here, you can click on "Add Impressum," insert the required information, and save it.


2. Instagram: One option for adding an imprint to Instagram is by editing your profile and including a link in your bio. But given that bios have a character limit and tend to include more important information, this may not be practical. A better option is to link your imprint using the “Link in Bio” feature, allowing you to direct users to the imprint on your website or hosted imprint page.


3. Twitter / X: The same applies to Twitter. You have the option to add an imprint to your bio by clicking on your profile, selecting "Edit Profile," and including the imprint information (though available space is limited). The better option is to insert a link to the imprint on your website or a hosted imprint page.


4. LinkedIn: On LinkedIn, you can directly add an imprint by going to your (company) profile and selecting "Edit Info." Add the imprint information or alternatively, a link to the imprint on an external website.


5. YouTube: You can add your imprint to your channel description on YouTube. You can either copy and paste the imprint or insert a link to it. To do so, go to your YouTube channel, select "Customize Channel," and under the "Channel Info" section, add your imprint or a link.


6. TikTok: Similar to Instagram and Twitter, imprints can be included in profile descriptions, but space is limited. Therefore, it is advisable to include a link to an external imprint page or the imprint URL of your website. It is important to ensure that the link is easily visible.

Please note: These instructions are currently up to date, but procedures on individual platforms may change over time.

Follow these steps, add your imprint or a link to it on your commercial social media channels, and prevent unnecessary fines: Now you know how to do it.