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1. What is meant by Außenwerbung (outdoor advertising)?
Außenwerbung includes, for example:
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Signs mounted above the shop front (firm sign / shop fascia)
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Vertical or projecting signs on the façade (Ausleger)
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Exterior lighting for the shop front or sign
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Posters / stickers on shop windows
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Electronic display screens
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Mobile signs in front of the shop (Kundenstopper / A-boards)
Do I need a permit (Genehmigung)?
| Type of advertising | Permit required? |
|---|---|
| Simple, non-illuminated sign | Usually yes |
| Illuminated sign / light box | Always |
| Digital sign / LED screen | Always, with special conditions |
| Kundenstopper (A-board / pavement sign) | Sometimes (depends on the city) |
| Stickers placed only on the inside of the glass | Usually no |
Golden rule:
If the advertisement is visible from the outside, it most likely requires a permit.
Steps to obtain a permit for outdoor advertising
1. Competent authority
Depending on the city, the competent authority may be:
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the Bauamt (building authority)
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the Ordnungsamt (public order office)
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or an office for urban design / cityscape (Amt für Stadtbildpflege)
In some larger cities, there is a special department for outdoor advertising / advertising structures.
2. Required documents
Typically, you will need:
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Official application form (Antrag auf Genehmigung für Werbeanlage)
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Site plan showing the exact position of the advertising installation
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Design of the sign (to scale): dimensions, shape, colours, lighting concept
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Photos of the building (before and after)
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Written consent of the property owner, if you are not the owner
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For shops in listed / protected buildings (Denkmalschutz): an additional approval from the heritage authority
3. What does the municipality check?
The city or municipality will usually examine:
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Does the sign comply with the Stadtbildsatzung (local cityscape / design by-law)?
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Are size and shape appropriate for the street and the building?
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Does it affect pedestrian safety or traffic safety?
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Does the lighting cause light pollution or glare?
4. Violations and consequences
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Installing an advertising structure without a permit is an administrative offence (Ordnungswidrigkeit).
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You can be ordered to remove the sign and additionally pay a fine (sometimes up to 5,000 €).
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In some cases, the municipality may also restrict or refuse future advertising installations on the same building.
5. Costs
| Item | Approximate cost |
|---|---|
| Municipal permit fee | 50 – 300 € (depending on the city) |
| Design, drawings and application via architect / engineer | 100 – 500 € (if required) |
Special notes
Some cities issue their own “Werbeanlagensatzung” (local advertising-structure by-law), which regulates:
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Maximum dimensions for signs and advertising systems
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Minimum distances from pavements / property boundaries
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Permitted types of lighting
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Permitted colours and fonts in old town areas or historic city centres
Practical example
In cities such as Hamburg or Munich:
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Any advertisement visible from the street normally requires a permit.
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Illuminated advertisements usually require an additional environmental / emissions approval.
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In certain zones, advertising above a certain storey (e.g. above the ground floor) is prohibited.
The editorial team of the website makes every effort, through thorough research and the use of multiple sources, to provide accurate and reliable information. However, errors may still occur, and some details may be incomplete or not finally confirmed. Therefore, please regard the information as an initial point of reference only and always contact the competent local authorities and official bodies for binding and up-to-date guidance.
