When you launch a crowdfunding project, publish content, or offer rewards, you must comply with various legal requirements. These include, among other things, legal notice requirements, the labeling of certain AI-generated content, specific and verifiable environmental and sustainability claims, as well as regulations regarding products, the protection of minors, shipping, and the right to cancel. As the provider, you are responsible for your content and offers; the following information is intended as general guidance and does not replace legal advice.
What information should be included in my project's legal notice?
Your publicly accessible project page needs a legal notice so that it is clear who is responsible for the published content.
If you're starting as a private individual, no public legal notice will be displayed to protect your privacy.
When an organization launches the project, the following information is displayed:
- Name of the Organization
- First and last name of the person in charge
- Address, including street, house number, ZIP code, city, and country
- Email address as a contact option
- Optional: VAT ID number
- Optional: Additional information in a text field
A legal notice is also important in crowdfunding because you’re publicly posting text, images, videos, and updates. This can involve issues such as rights of personality, copyright, or trademark rights.
How do I label images that are AI-generated or have been significantly altered by AI?
If you use AI for your project, you may be responsible for transparently labeling certain content. This applies in particular to realistic-looking AI images or significantly altered images that may mistakenly appear to be authentic photographs, such as:
- a supposedly real photograph of a building that has not yet been built
- Photos that have been digitally altered to depict alleged project participants or affected individuals
- Pictures of an event that didn't actually take place
- manipulated images of real people, places, or events
Clearly and visibly label such images as “AI-generated” or “AI-modified” upon first contact. The label should appear directly on the image and remain visible in cropped versions, thumbnails, and on mobile devices. You can use a tool such as https://label.marketing-ki.de/KI-Label-Studio. If you can specify ALT text, include the label there as well.
Generally, illustrations, abstract images, or fantasy depictions that do not claim to be factually accurate are not subject to labeling requirements. Even standard image processing techniques—such as sharpening, noise reduction, exposure adjustments, or color corrections—typically do not require an AI label.
What should I keep in mind when making environmental and sustainability claims?
Environmental and sustainability claims must be specific, understandable, and verifiable. Avoid using vague terms such as “sustainable,” “environmentally friendly,” or “climate-neutral” if you cannot clearly explain and substantiate what the claim refers to.
Pay particular attention to the following points:
- Describe specifically which characteristic or action supports the statement.
- Specify the scope, such as product, packaging, manufacturing, or shipping.
- Have appropriate documentation ready, and use only seals or certifications whose criteria and verification process are transparent.
- Do not present future environmental goals as if they were already achieved.
- Avoid making claims about climate neutrality that rely solely on CO₂ offsetting or omit key information regarding the calculation and offsetting process.
- Explain the rationale behind your choice of sustainability goals in concrete terms and avoid general promotional statements.
The stricter European rules against greenwashing are being implemented in Germany through the Unfair Competition Act. Carefully review your statements before publishing them.
What information do I need to provide when selling food?
If you sell food items as a thank-you gift (e.g., snacks, beverages, dietary supplements), you must provide the required labeling information depending on the product. This ensures that supporters are well-informed before making a purchase and that your communication complies with the law.
What are some typical required fields?
Uniform EU-wide rules on food labeling have been in effect since December 13, 2016. Depending on the product, you’ll need, among other things:
- Product Name (clear and understandable; legally required name, if applicable)
- List of Ingredients (for packaged foods, generally listed in descending order by weight; includes flavors and colors)
- Allergens (clearly highlighted)
- Net Contents (g / ml / l)
- Country-of-origin labeling (if required; e.g., according to EU regulations)
- Alcohol content (if alcoholic)
- Note regarding caffeine (e.g., “Not suitable for children, pregnant women, or nursing mothers”—if applicable)
- Nutrition Facts Panel (generally required; exceptions may apply depending on the product category)
Where can I enter this information on Startnext?
To ensure that supporters see this information before making a purchase, you can place the required information here, for example:
- in the thank-you description
- in a "Thank You" gallery image (as clearly legible text within the image)
- in the gallery images in the project details
- in writing in the project details (e.g., as a separate section titled “Food Information / Ingredients”)
What should I keep in mind in practice?
- Make sure that information is easy to read (even on mobile devices) and isn't just hidden "in the fine print" on images.
- If you have different variations (e.g., different varieties), clearly indicate which ingredients/allergens belong to each variation.
Depending on the product—such as dietary supplements, alcoholic beverages, or perishable goods—additional requirements may apply.
What do I need to keep in mind when serving alcohol?
In general, you can offer alcohol as a thank-you gift, but you must ensure that sales and shipping comply with laws protecting minors. In Germany, the following age limits apply (in simple terms):
- Ages 16 and up: for example, beer, wine, and sparkling wine
- Ages 18 and older: Spirits and beverages containing spirits
Make sure that only people who are at least the required age can select the thank-you gift. Also, arrange for an age verification check upon delivery so that the shipping provider only hands the thank-you gift over to someone who is old enough. One example is DHL’s age verification check.
In the "Thank You" description, clearly state that an age verification check will be conducted upon delivery and that the item cannot be handed over if the age verification is not passed.
What information do I need for medications?
For each medication, the following information must be provided in accordance with Section 10 of the German Medicines Act (AMG) and the Regulation on Mandatory Information for Distance Sales Contracts:
- Name of the medication
- Active Ingredients and Composition
- Indications, Dosage, and Side Effects
- Information on Drug Interactions
- Storage Conditions
- Package insert or a link to the PDF document
Before making an offer, also check whether the specific product is even permitted to be offered and shipped through this distribution channel.
What information do I need for cosmetic products?
If you offer cosmetics as a thank-you gift, you typically need to include the following information in accordance with the EU Cosmetics Regulation and other legal requirements:
- Product Name and Description
- Intended use, for example, “Hair serum for hair and scalp care”
- Ingredients according to INCI, the international nomenclature for cosmetic ingredients
- Required warnings, such as “For external use only”
- Net volume, for example, in milliliters
- Name and address of the manufacturer or importer, if you do not manufacture the product yourself
Can I combine a "thank you" with a raffle (contest)?
No, not as gambling for money. A game may be considered gambling if participation is paid for through the cost of the thank-you gift and the outcome—whether a win or a loss—depends solely or predominantly on chance. In Germany, such games of chance generally require a government license.
One possible exception is a thank-you gift with genuine, reasonable, and fixed value, to which a chance to win is merely added at no additional cost. In other words, the price of the entry must not be increased, and the thank-you gift must be worth its price even without the chance to win. For example, a person can receive a regular product of corresponding value for 30 euros and, in addition, participate once in a raffle.
The following conditions apply:
- There is no additional charge for the chance to win.
- Each participant is eligible for no more than one chance to win—regardless of the amount or number of contributions.
- Submitting multiple entries must not result in additional entries or better odds of winning.
- The raffle must not be advertised as a “raffle ticket sale” or “tombola” and must not be the primary incentive for purchase.
- Gifts without an appropriate fixed value must not be made attractive solely by the chance to win.
We recommend having the terms of a giveaway reviewed by a lawyer before it is published—even if all backers have the same chance of winning, regardless of the amount they contribute.
If contributions have already been made in exchange for an ineligible thank-you gift, the thank-you gift can be hidden or removed. Until the project funds are disbursed, the affected contributions can be canceled or refunded. Any switch to a fixed reward with a free chance to win must be clearly communicated to the affected backers.
When and how do I provide information about the right of withdrawal?
If you offer products or services as a thank-you gift, inform your supporters in writing and well in advance—at the latest, before or upon delivery—of any right of withdrawal that may apply.
Two possible approaches are:
- Send the information by email before shipping, for example, along with the shipping information.
- Include a printed copy of the information with the package or shipment.
The information should include:
- Notice Regarding the Right of Withdrawal
- applicable deadline, for example, 14 days, depending on the case
- Mailing address or email address for the notice of withdrawal
- a sample cancellation form, if applicable
Whether and to what extent a right of withdrawal applies depends, among other things, on whether you are acting as a business owner and what kind of thank-you gift you are offering.