The almost innumerable consumer protection standards often require that the consumer information is placed directly on the advertising material, first and foremost among others the information obligations from Art 246a EGBGB, e.g. if this triggers a distance selling transaction with the customer without further action. However, the same applies to other references.

Of course, this is not always possible and so this fact also leads to legal disputes time and again. Recently, the BGH has commented on this.

For the question of whether all the provisions in Art. 6 para. 1 of Directive 2011/83/EU can be objectively presented in an advertising medium, it is then relevant what proportion of the available space of the advertising medium selected by the entrepreneur this information would take up; the advertising message does not have to take a back seat to the consumer information.

This is regularly not the case if the mandatory consumer information does not require more than one fifth of the space available for a specific print advertisement when using a typeface appropriate for the average addressee of the advertisement.

It should be noted, however, that Art. 246a § 1 para. 2 sentence 1 no. 1 of the Introductory Act to the Introductory Act to the German Civil Code (EGBGB) also includes the obligation of the trader to enclose the model withdrawal form with the means of distance communication used for his advertising – such as an advertising brochure. However, if more than one copy of the obligatory consumer information and model withdrawal form is required
fifth of the space available for the specific print advertisement, the form does not have to be printed in the advertisement and its content could be communicated in another way in clear and understandable language.