Emailing and calling businesses in Germany

Can I email businesses from a list in Germany?

UWG § 7(2) no. 2 treats email advertising without the addressee's prior express consent as an unreasonable nuisance. The text has no exception for business addressees. Advertising calls to consumers need prior express consent, while calls to other market participants such as businesses need at least presumed consent.

Main rules: UWG § 7 (Act against Unfair Competition). A summary of the official guidance linked below, checked 2026-11-11; not legal advice.

Email

  • Email advertising needs the addressee's prior express consent (§ 7(2) no. 2).
  • Existing customers (§ 7(3)): an address from a sale may be used for your own similar goods or services if the customer has not objected and is told, at collection and in each message, that they can object.
  • Do not disguise or conceal the sender. Give a valid address for stop requests that costs no more than basic transmission rates (§ 7(2) no. 3).

Phone calls

  • § 7(2) no. 1: advertising calls to a consumer need prior express consent; calls to another market participant need at least presumed consent.
  • The Bundesnetzagentur says what matters is the purpose of the call: an offer for personal use makes the recipient a consumer, even if the call reaches them at work.
  • Advertising calls must show a phone number and must not be anonymous.

Sole traders and small firms

The Bundesnetzagentur says it can only fine unlawful calls to consumers; traders and freelancers can act under civil or competition law instead.

Sources

Other countries: outreach rules by country.