Legal & Compliance
Advertising & Marketing Principles
Note: This translation is for informational purposes only. The German version shall be solely legally binding. Deutsch →
Whoever localizes advertising for others must be the benchmark for their own advertising. These principles bind us for every ad, every landing page, and every promotional text – they implement the requirements of competition law (UWG), the Price Indication Ordinance, and the guidelines of major advertising platforms bindingly for us.
This page provides general information about our practices and the legal situation. It does not constitute legal advice; only the contract documents and the German version of these pages are binding.
No promises that cannot be kept
We do not advertise with ranking promises, success guarantees, or revenue pledges – such statements would be misleading because search engines and markets are beyond our control. What we do promise is verifiable: scope, price, delivery date, review process. This approach protects customers from false expectations and our advertising accounts from justified objections.
Price Clarity
Advertised prices state the scope of services and the reference to VAT; our offer is exclusively aimed at business customers, which we explicitly indicate. We use 'from' prices only where there is a concrete entry price with a defined scope behind it. Indicative prices from configurators are expressly marked as non-binding; the binding offer follows in writing.
Honest References Instead of Purchased Proof
We do not use fake reviews, purchased testimonials, or logos without written permission. Our most important reference is verifiable: this website itself in 24 languages. Case studies appear only with client consent; figures therein are substantiated or not stated.
Platform policies as minimum standard
For ads on Google, Microsoft and other platforms, we treat their advertising policies as a binding minimum – including rules regarding prohibited claims, landing page quality, and transparency. Landing pages of our campaigns match the advertised offer, load quickly, and include complete provider identification.
Labeling & Distinction
Advertising content is identifiable as such; editorial blog posts sell knowledge, not hidden products. We do not practice comparative advertising with named competitors. We send newsletters only with verifiable consent and a functioning unsubscribe option in every language.
What this means concretely for customers
For our customers, these principles mean above all one thing: they receive advertising communication they can trust. When we mention a price in an advertisement, customers can be sure that it includes the scope of services and tax information. There are no hidden costs because we present advertised prices transparently. When we show a reference, it is genuine and approved by the customer. Customers do not have to worry that we use fabricated testimonials. Additionally, customers benefit from the fact that our advertising accounts on platforms like Google remain stable: because we adhere to their guidelines as a minimum standard, ads are less likely to be rejected or accounts suspended. This ensures reliable campaign runtimes. The labeling of advertising also protects customers: in our blog, they can clearly distinguish editorial content from advertising – they know when they are being informed and when a product is being promoted. Newsletters are only sent with their consent and can be unsubscribed from at any time. In summary: our principles create honest, transparent, and legally compliant communication from which customers directly benefit because they can make informed decisions.
Common Misunderstandings
A common misunderstanding concerns the statement 'We do not advertise with success guarantees.' Some clients mistakenly interpret this as a lack of confidence in our own work. In reality, it is a legal necessity: because search engines and markets are uncontrollable, any specific promise of success would be misleading. Another misunderstanding is that 'price transparency' means we always show the lowest price. In fact, it is about making the scope of services transparent, so clients know exactly what is included for the stated amount. Likewise, 'honest references' are sometimes misunderstood as a renunciation of client testimonials – we use real references, but only with written approval. Confusion also arises with 'from' prices: some clients expect to book the entry price without restrictions. We therefore clarify that the stated price describes a defined minimum scope, which may vary for individual requirements. Finally, the labeling of advertising in the blog is occasionally perceived as superfluous. However, distinguishing between editorial and advertising content is legally required and builds trust. By actively addressing these misunderstandings, we avoid false expectations and promote honest communication.
Our Internal Process
Every advertising text – whether it be an ad, a landing page, or a newsletter – undergoes a multi-stage review process at our company. First, the responsible copywriter creates a draft that reflects the marketing objectives while already ensuring compliance with our principles. Then a second employee, ideally from the legal department or with compliance training, checks whether all claims are substantiated: Are any figures (such as project volumes or client successes) documented? Is written approval available for every logo? Is the 'from' price clearly distinguished from individual offers? After internal approval, the advertising text is submitted to the respective platform. If an ad is rejected, we analyze the reasons for rejection and revise the text without compromising on factual accuracy. For newsletters, we use a double opt-in procedure and regularly check that the unsubscribe links are functional in every language. Regular training sessions keep all participants informed about current platform guidelines and legal changes. This internal process ensures that our advertising is not only legally compliant but also meets the high standards of transparency and honesty that we have set for ourselves.
Step-by-Step Practical Example
A client commissions us to place an ad for their localized software. We begin with the ad creation: Instead of a revenue promise, we formulate a clear benefit – 'Your software in French – free trial version'. This follows the principle of not making promises we cannot keep. Then we set the price: We show a specific amount for the basic service, marked as 'plus VAT' and with a reference to the business offer. The 'from' price is only used because the entry price is defined. Next, we select a real case study as a reference, which the client has approved in writing – no fake reviews. When setting up the landing page, we ensure fast loading times and complete provider identification, as required by Google's platform guidelines. Finally, we clearly label the ad as advertising and separate it from editorial content on our blog page. Every step is documented, and an internal review process ensures that all principles are followed. This creates a campaign that is legally sound and offers the client trustworthy advertising.
Interplay with our other policies
These advertising and marketing principles are not an isolated set of rules but part of a comprehensive compliance framework that pervades all business areas. They interact closely with our data protection policies, translation quality standards, and general terms and conditions. This creates a consistent picture: promises from advertising must match operational reality. If we mention a specific delivery time in an ad, it is based on our actual turnaround times in project management. This close integration prevents contradictions between what we promise and what we can deliver. Concretely, this means: our sales staff receive a brief briefing before campaign launches on which statements are covered by existing processes. Marketing content is coordinated with the specialist departments before publication to ensure that technical details (e.g., supported file formats) are correct. Pricing is also coordinated with finance to ensure that advertised prices are actually cost-covering. This interplay builds trust: customers can rely on the fact that advertising does not deviate from performance. At the same time, it protects us from legal risks, because misleading advertising often arises precisely where marketing and operational units are not aligned.
The role of platform guidelines in detail
Our principle of treating the advertising guidelines of Google, Microsoft and other platforms as a binding minimum is systematically implemented in daily operations. Before launching a new campaign, every ad goes through an internal approval process: we check, among other things, whether the landing page meets current platform requirements. This includes fast loading times, a complete imprint, a clear privacy policy, and above all, content alignment with the ad text. A typical example: if an ad promotes a specific price for a translation, that exact offer with the same terms must be visible on the landing page. The rules regarding prohibited claims are also strictly observed – such as the ban on health claims or unverifiable superlatives like 'best translation agency'. Should a platform update its policies, we adjust our internal checklists within a few working days. This close adherence to platform guidelines has practical benefits: our ad accounts remain stable, ads are rejected less frequently, and campaigns can run continuously. It also protects us from legal disputes because platform guidelines are often stricter than national competition law.
Our Internal Process
Every advertising measure – whether ad, landing page or newsletter – goes through a standardized review process at our company. The responsible copywriter creates a draft and submits it to the legal department for approval. The legal department checks the draft for compliance with our principles: Are all claims verifiable? Is the price clearly stated? Are references approved? Is advertising identified as such? If there are objections, the draft is revised and resubmitted. Only after approval is the measure launched. For campaigns on platforms like Google or LinkedIn, the landing page is additionally checked for policy compliance. We pay attention to loading times, imprint and privacy policy, among other things. After launch, we monitor performance and reactions. If ads are rejected, we analyze the cause and adjust the draft. A monthly random check of all active ads ensures that subsequent changes do not lead to violations. This process not only protects legal security but also prevents reputational damage. Customers benefit from the reliability of our advertising campaigns, as we continuously monitor compliance with standards.
Interaction with Our Other Policies
Our marketing principles are not to be viewed in isolation. They integrate seamlessly with other internal company policies. A key example is the data protection directive: when we send newsletters, we first obtain consent in accordance with the GDPR. We document this consent and ensure that recipients can unsubscribe at any time. The marketing principles also require clear labeling of advertising, which applies to newsletters as well: every promotional email must be recognizable as such. Another interplay exists with our content policy, which stipulates that blog posts must maintain a strict separation between editorial and promotional content. If a blog post references a product, that reference must be transparent. The marketing principles complement this by prohibiting hidden product promotion within editorial content. There are also touchpoints with our quality assurance: case studies we publish undergo a technical review. Additionally, the marketing principles require that metrics in case studies are substantiated. This creates a multi-stage review process covering both content and legal requirements. This interplay ensures that all external communications are consistent and legally sound. Customers thus receive a thoroughly vetted and trustworthy overall picture of our services.
Step-by-Step Practical Example
To illustrate how these principles work in practice, let us consider a typical example: a client commissions us to localize a landing page for the German market. Before a Google ad is placed, every advertising text undergoes a multi-stage internal review process. Step 1: The project manager drafts the ad, precisely describing the core offering—for instance, "Website Localization for 24 Languages" with a clear price indication starting from a defined basic scope. Step 2: The editorial team checks the draft for compliance with the Price Indication Ordinance: Does the price include a reference to VAT? Is the scope of services clearly delineated? Step 3: A second team member verifies that the ad contains no unverifiable promises—guarantees of success or ranking commitments are prohibited. Step 4: The landing page is reviewed against platform guidelines: Does it load quickly? Does it include an imprint and provider identification? Step 5: Before approval, the ad is cross-checked against the advertising guidelines of Google and Microsoft. Only after successful review by three individuals is the ad launched. This process ensures that no misleading statements are published and that advertising campaigns run stably. The client benefits from legally secure communication that considers both national competition law and international platform requirements. Thus, a simple ad placement becomes a systematically safeguarded process that builds trust and minimizes legal risks.
Interaction with Our Other Policies
These advertising and marketing principles do not stand alone but are closely interlinked with our other compliance guidelines. For example, they complement the data protection principles: newsletters are only sent with verifiable consent – this requirement is supported by data protection regulations that stipulate a double check. Our quality guidelines for translations also come into play: an advertisement that promotes 'professional localization' must be internally validated through a quality audit. If specific delivery dates are cited in an advertisement, the procedures from our project management handbook apply to ensure compliance. Furthermore, the principles correspond with our code of ethics: the prohibition of fabricated testimonials is reinforced by the requirement that every customer reference must be approved in writing. For comparative advertising – which we do not practice – the code of ethics would additionally prohibit disparaging competitors. Platform policies, in turn, are defined as minimum standards; they supplement internal rules where they are stricter. This creates a consistent set of rules that extends from campaign planning and copywriting to deployment across all channels. For customers, this interplay means: they receive uniform, verified communication that always adheres to the same high standards, regardless of the medium – whether on the website, in an advertisement, or in personal conversation.
Status of this information: July 2026 – we update upon changes in the legal situation or our procedures.