What you are entitled to anyway, how to spot companies that do more than the law requires, and why a seal on its own proves little.
Many companies advertise fairness, transparency and customer focus. Whether that is true often only shows when something goes wrong: when you cancel, withdraw from a purchase or receive a reminder. So it helps to know two things. First, what a company has to do anyway, because that is an obligation, not a service. Second, how to recognise companies that go further.
A company is not fair simply because it follows the law. It is fair when it makes it easy for you to use your rights: prices that are still correct at checkout, cancellation in a few clicks, a refund without chasing, and customer service that answers. The eight signs below each show what is required by law and how to recognise companies that do more. One tip up front: if a company advertises something the law already requires as if it were a special feature, that is not a good sign, and it is actually prohibited.
Required by law: Consumers must be shown the total price including VAT (§ 3 Price Indication Ordinance), and for goods sold by weight or volume also the unit price, for example per kilogram (§ 4). Anyone advertising a price reduction must refer to the lowest price of the previous 30 days (§ 11).
What fair companies do: The price on the product page is the price at checkout. Shipping costs are shown right next to it, not only at the last step. There are no pre-ticked extras and no fee for common payment methods.
Warning sign: The final price grows with every click, or a struck-through price shows an amount that never really existed.
Required by law: Anyone who lets you sign a contract with ongoing payments online must offer a clearly visible cancellation button since July 2022 (§ 312k BGB). If a contract renews automatically after its minimum term, you can then cancel at any time with one month's notice (§ 309 No. 9 BGB, for contracts from March 2022).
What fair companies do: The cancellation is confirmed by email immediately, with the date it takes effect. There is no queue, no win-back call and no "cancellation by letter only".
Warning sign: The cancellation button is hidden, leads nowhere or asks for details that are not needed to cancel. More in our guide Spotting and cancelling subscription traps.
Required by law: Invented scarcity ("today only" when that is not true) is prohibited, as are fake or bought reviews and advertising disguised as information (Annex to § 3 (3) UWG, No. 7, 11, 23b and 23c).
What fair companies do: They also show critical reviews and explain how they check reviews. A countdown really runs out, and afterwards the offer really is over.
Warning sign: Only five-star reviews with almost identical wording, or a timer that starts again when you reload the page.
Required by law: For online purchases you usually have a 14-day right of withdrawal (§ 355 BGB). After you withdraw, the seller must refund within 14 days using the same payment method, but may wait until the goods are back or you prove you sent them (§ 357 BGB). Sellers are generally liable for defects for two years (§ 438 BGB).
What fair companies do: Voluntary extras beyond the law: 30 instead of 14 days to return, a free return label, or a refund as soon as the parcel is scanned.
Warning sign: A shop advertises "14-day right of return" as a special service. It is a legal obligation, and presenting it as a special feature is prohibited (Annex to § 3 (3) UWG, No. 10). More in our guide The right of withdrawal for online purchases.
Required by law: The imprint must contain the name, a postal address where documents can be served and an email address, and for companies also the legal form, authorised representatives and register number (§ 5 DDG).
What fair companies do: There is a contact channel where a person answers, with an indication of how long that takes. The company states whether it takes part in consumer dispute resolution.
Warning sign: Only a contact form without a confirmation, an address where no company can be found, or no imprint at all. How to check this is explained in our guide Spotting fake online shops.
Required by law: Among other things, a debt collection agency must state clearly on whose behalf it acts, what the claim is based on and how interest and costs are made up (§ 13a RDG). Debt collection costs are capped by law.
What fair companies do: A friendly payment reminder comes before debt collection. A reasoned objection is answered with evidence, not with the next reminder level. Instalments are offered before costs build up.
Warning sign: Threats of SCHUFA entries, seizure or court in the very first letter, costs without a breakdown, or claims you cannot place. Our free debt collection check shows in a few minutes whether a letter contains warning signs.
Required by law: You must be told in plain language which data is processed and why (Art. 13 GDPR). You can withdraw consent at any time, and withdrawing must be as easy as giving it (Art. 7 (3) GDPR).
What fair companies do: The cookie banner has an equally large button to reject. No customer account is forced on you to order, and the newsletter is not pre-ticked.
Warning sign: Rejecting is hidden or only possible across several sub-pages, or you receive advertising you never agreed to.
Required by law: Companies with a website or terms and conditions must state whether they take part in consumer dispute resolution; companies with no more than ten employees are exempt (§ 36 VSBG). There is no general obligation to answer complaints within a set period.
What fair companies do: They confirm a complaint straight away, name a deadline for the answer and keep it. They offer dispute resolution themselves instead of playing for time.
Warning sign: Every message gets a template answer, or the case is passed back and forth until you give up.
A seal is only worth as much as the body that awards it. A genuine seal is clickable and leads to a confirmation on the website of the seal operator, the criteria are public, and an independent body did the checking, not the company itself.
From 27 September 2026 an additional rule applies in Germany: seals that highlight environmental or social characteristics, such as "sustainable" or "fairly produced", may only be used if they are based on a certification scheme with independent monitoring or were set up by a public authority. Self-made sustainability seals are then prohibited.
Verbraucherschützer.org does not award a seal itself. You can check the eight signs above for any company yourself.
A shop advertises a "14-day right of return". Is that a good sign? No, it is a legal requirement for almost all online purchases. Good signs are voluntary commitments that go further, such as 30 days to return or free returns.
How do I recognise a genuine trust seal? It is clickable, leads to a confirmation from the seal operator, the criteria are publicly available, and the checking is done by a body that is independent of the company.
A company does not respond to my complaint. What now? Set a deadline in writing and keep everything. Your local consumer advice centre can help, and so can a consumer dispute resolution body if the company takes part. For objections and cancellations there is our free letter-template generator.
We are an independent citizens' initiative and provide general information. This text is not legal advice in an individual case. In case of a dispute or uncertainty, contact your consumer advice centre or a lawyer.