Ad disclosure, animal welfare and tax for pet influencers

Getting disclosure right

As soon as you receive compensation — money, products, discounts, travel — the post is advertising. The label must be recognisable at first glance: "Werbung" or "Anzeige" at the start of the caption or burned into the video, in the language of your audience.

Hashtags at the end, an unexplained "ad" in German-speaking markets, or labels only visible after expanding the caption are not sufficient. Genuinely unpaid, uninfluenced recommendations need no label — when in doubt, disclose.

Animal protection law in DE, AT and CH

Germany, Austria and Switzerland differ in detail but share one principle: animals may not be caused pain, suffering or harm without good reason. Content is not a good reason.

In practice: no forced poses, no costumes when stress signals appear, no dangerous set-ups, no withholding food for attention, no shoots in heat. Switzerland additionally regulates advertising involving animals more strictly than its neighbours.

• Know the stop signals: lip licking, yawning, turning away, freezing.
• Short filming blocks with breaks and water.
• Secure every collaboration with an animal-welfare clause.

Tax and business registration

Publishing regularly with intent to profit makes you a business and usually requires registration. Income including benefits in kind belongs in your accounts; gear, software, test products and travel can be deducted.

Small-business schemes in Germany and Austria remove VAT reporting, not income tax. Switzerland applies VAT above its turnover threshold. This text does not replace tax advice.

Image, trademark and music rights

Other people, other animals, protected logos and music need permission or a licence. Platform music libraries are meant for personal accounts; commercial use is frequently excluded for sponsored posts. Use royalty-free or properly licensed music for collaborations.