Law · Updated October 2026

Impressum on social media: what Austrian law requires (as of October 2026)

Draft. This page has not been editorially reviewed yet. The legal review is still pending.

Yes, if you use a social media profile for your business, you need an Impressum (legal notice) there. According to the WKO (Chamber of Commerce), the ECG, UGB, GewO and Mediengesetz apply to every form of electronic content, so also to Facebook, Instagram, XING and apps. Facebook has a dedicated section for it. On Instagram or TikTok, according to WKO NÖ, a clearly labelled link such as "Impressum" that can be reached in no more than two clicks is enough. This page is an overview, not legal advice.

What the law requires

§ 3 Z 1 und Z 2 ECG
A service provider is any natural or legal person providing an information society service, i.e. a service normally provided for remuneration, electronically, at a distance and at the individual request of a recipient; this also includes advertising and information services.
§ 5 Abs. 1 ECG
The mandatory information must be kept permanently, easily and directly accessible to users. The WKO expressly applies these provisions to social media such as XING, Facebook and X (Twitter) and to apps as well.
§ 25 Abs. 1 MedienG
For websites, the disclosure information must be permanently, easily and directly findable. According to the WKO, the Impressum and disclosure rules apply to every form of electronic content, including social media.
WKO NÖ – E-Commerce Rechtsfrage #20
According to WKO NÖ (Lower Austria), Facebook offers business pages a dedicated section for the Impressum. On Instagram, TikTok and similar platforms without such a section, the Impressum must be provided via a clearly labelled link (e.g. "Impressum") that can be reached in no more than two clicks.

Checklist

ItemLegal basis
The same mandatory information as on the website, depending on the legal form (See the topics for each legal form; according to the WKO the provisions apply to every form of electronic content.)§ 5 Abs. 1 ECG; § 14 UGB bzw. § 63 GewO; § 25 MedienG
A clearly labelled link or section "Impressum" in the profile (According to WKO NÖ, e.g. "Impressum" or "Anbieterkennzeichnung" (provider identification).)§ 5 Abs. 1 ECG ("leicht und unmittelbar zugänglich")
Reachable in no more than two clicks (Recommendation/interpretation by WKO NÖ, not an explicit rule in the law.)WKO NÖ, E-Commerce Rechtsfrage #20
The linked Impressum page works and is up to date§ 5 Abs. 1 ECG ("ständig")

Who is exempt

  • The ECG (E-Commerce Act) applies to service providers (§ 3 Z 2 ECG). WKO NÖ applies the duty to businesses' social media profiles; the source makes no explicit statement on purely private profiles. UNVERIFIED: the exact line for profiles used both privately and for business – check with a lawyer.
  • No platform-specific statement on LinkedIn was found in official Austrian sources; the general rules apply (a clearly labelled, easily reachable link).

Common mistakes

  • Your Instagram profile has no link to an Impressum.
  • The link in your bio just says "Website" or "Contact" instead of clearly "Impressum".
  • The Impressum takes more than two clicks to reach, e.g. via a Linktree with subpages.
  • The Impressum section on your Facebook business page is empty or out of date.
  • The linked Impressum leads nowhere because you've rebuilt your website.
  • The disclosure under the Mediengesetz (Media Act) is missing on social media, although you post opinion-forming content there.
  • After changing your legal form you updated your website, but not your social media profiles.

Frequently asked questions

Is it enough to link to my website in my Instagram profile?

According to WKO NÖ, yes, if the link is clearly labelled, for example with "Impressum", and the Impressum can be reached in no more than two clicks. A link that just says "Website" and leads to your home page doesn't clearly meet this. § 5 ECG requires the details to be permanently, easily and directly accessible.

Where do I enter the Impressum on Facebook?

According to WKO NÖ, Facebook offers business pages a dedicated section where you can add the Impressum. You enter the same mandatory details there as on your website, depending on your legal form. Alternatively, you can link there to the Impressum on your website. Make sure the details stay up to date when something changes.

Do I need an Impressum on LinkedIn too?

We haven't found a separate rule for LinkedIn in official Austrian sources. But the WKO says in general that the Impressum provisions apply to every form of electronic content, including social media. So the same principle applies to a LinkedIn company page: a clearly labelled, easily reachable link to the Impressum.

Does this also apply to my private profile?

The ECG (E-Commerce Act) applies to service providers, i.e. when you offer a service as part of an economic activity. The WKO applies the duty to businesses' social media presences. A purely private profile is generally not covered. If you mix private and business use in one profile, have the line checked for your specific case.

This page is not legal advice. What counts are the laws in force and the information from your chamber or your legal adviser.

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Sources

  1. RIS – § 3 ECG (retrieved on 3 October 2026)
  2. RIS – § 5 ECG (retrieved on 3 October 2026)
  3. RIS – § 25 MedienG (retrieved on 3 October 2026)
  4. WKO NÖ – E-Commerce Rechtsfrage #20: Rechtssicherer Social Media Auftritt (Stand 14.01.2026) (retrieved on 3 October 2026)
  5. WKO – Informationspflichten nach dem E-Commerce-Gesetz (ECG) (retrieved on 3 October 2026)
  6. WKO – Broschüre (PDF, Stand August 2025), GmbH: Geltung für soziale Medien und Apps (retrieved on 3 October 2026)

Last checked on 3 October 2026.

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