Germany's new UWG law tightens rules for employer seals

From 27 September 2026 Germany will apply a stricter version of the Act against Unfair Competition (UWG). The amendment implements the EU Directive 2024/825 and removes exemptions for self‑created sustainability or employer seals. Only seals based on an independent, transparent certification system with third‑party verification or state regulation may be used. Employer awards that highlight working conditions, family‑friendliness or employee satisfaction could fall under the new rules, depending on the individual case.

Violations may be penalised without a transition period or legacy protection, with fines of up to four percent of a company's annual turnover. Employers are advised to review their current seals and ensure compliance before the deadline to avoid costly sanctions.