Wysyłanie ofert e-mailem bez zgody odbiorcy to jedno z najczęstszych naruszeń, jakich dopuszczają się firmy działające transgranicznie. Choć wielu przedsiębiorców traktuje taką wiadomość jako zwykłą aktywność sprzedażową, polskie i niemieckie przepisy kwalifikują ją jako niezamówioną informację handlową – a konsekwencje mogą być dotkliwe. W tym artykule porównujemy regulacje obu krajów, wyjaśniamy, czym jest niemieckie Abmahnung, i podpowiadamy, jak legalnie prowadzić marketing e-mailowy na rynku polskim i niemieckim.
Reklama e-mailowa bez zgody – ryzyko dla firm transgranicznych
Sending a single e-mail with an offer to a potential customer is still sometimes regarded as a mere sales activity from a business perspective. From a legal point of view, however, the matter looks much more serious. In both Poland and Germany, the rule is that advertising sent by e-mail requires the prior consent of the recipient. This applies not only to consumers, but in principle also to businesses. Particularly in relations with the German market, a breach of this rule can quickly translate into concrete costs.
Jeśli prowadzisz działalność badawczo-rozwojową w obu krajach, sprawdź także, jakie systemy wsparcia oferują Polska i Niemcy – w naszym artykule Prawne i podatkowe aspekty działalności B+R w Polsce i w Niemczech – porównanie systemów wsparcia we discuss, among other things, tax breaks and subsidies for innovative companies.
The ePrivacy Directive and the opt-in principle in Polish and German law
At the level of the European Union, Directive 2002/58/EC (the so-called ePrivacy Directive), which introduces the principle of prior consent (opt-in) for the sending of commercial communication by electronic means, is of fundamental importance. In principle, the sending of such commercial communications also requires the processing of personal data in accordance with the RODO regulations, which means that the RODO and email advertising are closely related issues.
The Polish and German legislators therefore make the same assumption: before an entrepreneur sends an advertising message by electronic means, he must have the prior consent of the addressee. In Poland, this follows today from the provisions on the provision of electronic services and the Electronic Communications Law. In Germany, the basic provision is § 7 of the Gesetz gegen den unlauteren Wettbewerb (German Unfair Competition Act, abbreviated UWG), which treats e-mail advertising without prior express consent as an impermissible nuisance.
In practice, this means one simple rule: the mere fact that an e-mail address is publicly visible on a website, in the e-mail footer or in the business register does not yet give the right to send an offer. In Germany, this is emphasised particularly strongly, and the chambers of commerce and the courts have been pointing out for years that even a single e-mail can be considered a violation of the.
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Niezamówiona informacja handlowa w Polsce – sankcje i organy
In the Polish legal order, the prohibition of email spam is primarily based on two pillars:
- Act on Provision of Electronic Services – zakazuje przesyłania niezamówionej informacji handlowej.
- Electronic Communications Law – reguluje zasady marketingu bezpośredniego przy użyciu środków komunikacji elektronicznej.
Added to this are the requirements of the RODO if the email is personal data or the marketing campaign involves the processing of recipient data.
From a practical perspective, the most important thing is that consent to newsletters and other forms of e-mail advertising must be freely given, specific, informed and actively given. A presumption of consent, a lack of objection or the concealment of a marketing clause in the terms and conditions is not sufficient. This is why newsletter sign-up forms should be constructed carefully and separately for marketing purposes.
W Polsce ryzyko prawne jest realne, ale sposób jego egzekwowania zwykle wygląda inaczej niż w Niemczech. Częściej mówi się o skardze do Prezesa UODO, ewentualnie o sporze cywilnym lub postępowaniu przed właściwym organem regulacyjnym. Co do zasady kara za niezamówioną reklamę w Polsce jest dotkliwsza w przypadku uporczywego naruszania przepisów – w tym w ramach postępowania antymonopolowego przed UOKiK.
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Abmahnung w Niemczech – konsekwencje niezamówionej reklamy e-mailowej
In Germany, the prohibition is included explicitly in § 7 UWG. The law stipulates that advertising by email without the prior express consent of the addressee generally constitutes an impermissible nuisance. In practice, this means a very high liability threshold. It makes little difference whether the message went to a consumer or a company, or whether it was a classic sales offer or rather an „enquiry about the possibility of cooperation”. If the purpose of the message is promotional, the risk is high.
Exception: marketing to an existing customer
In both countries, some room for legal marketing without separate new consent exists in the relationship with the existing customer. In Germany, the exception is explicitly enshrined in § 7(3) UWG. It can only be used if all of the following conditions are met together:
- the trader obtained an e-mail address when selling a good or service,
- only advertises its own similar products or services,
- the client did not object,
- with each message, the customer is clearly informed of his or her right to cancel.
The absence of even one of these conditions means that the exception does not work.
What is Abmahnung and why is it so effective?
In Germany, violations of the ban on e-mail advertising very often lead to so-called 'email advertising'. Abmahnung, i.e. a formal demand for an injunction. Such a letter usually contains a description of the allegation, a request to sign a declaration of non-infringement for the future and a request for payment of the attorney's fees for the preparation of the summons itself. In practice, this is a quick tool, cheap for the right holder and effective. As a rule, business associations as social organisations are also entitled to apply for an Abmahnung. This fact makes this legal tool an intimidating method of pre-litigation enforcement.
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Polska vs Niemcy – porównanie regulacji
| Poland | Germany | |
|---|---|---|
| Main legal basis | Act on Provision of Electronic Services; Electronic Communications Law | § Section 7 UWG (Unfair Competition Act) |
| Requirement for consent | Tak – uprzednia, wyraźna zgoda (opt-in) | Tak – uprzednia, wyraźna zgoda (opt-in) |
| Personal scope | Consumers and traders | Consumers and traders |
| Exception for existing customers | Yes, under conditions similar to Article 13(2) of the ePrivacy Directive | Tak – § 7 ust. 3 UWG (cztery kumulatywne przesłanki) |
| Main bodies / enforcement routes | UODO, UOKiK, civil action | Abmahnung (private appeal), civil action, chambers of commerce |
| Typical consequences | An administrative penalty, particularly in the case of a persistent violation of the | Koszty Abmahnung + oświadczenie o zaniechaniu; w razie sporu – koszty sądowe |
| Practical response threshold | Rather with mass or persistent spamming | Even a single unsolicited e-mail |
Podsumowanie – jak legalnie prowadzić marketing e-mailowy
Jako przedsiębiorca działający na rynkach europejskich musisz wziąć pod uwagę różnice i ryzyka wynikające z poszczególnych systemów prawa nieuczciwej konkurencji. Uczciwość obrotu handlowego jest silnym elementem kultury prawnej wielu państw europejskich, a spam mailowy – nawet w postaci pojedynczej oferty – może narazić firmę na poważne konsekwencje finansowe i wizerunkowe.
Beata Kielar-Tammert's International Law Office will help you conduct your business while respecting the subtle differences between different legal orders.
Main conclusions
- In both Poland and Germany, sending an advertisement by e-mail requires prior explicit consent odbiorcy – dotyczy to także komunikacji między przedsiębiorcami (B2B).
- The mere fact that the email address is publicly available (website, business register), does not entitle you to send an offer.
- In Germany, even single unsolicited e-mail may result in a formal notice to desist (Abmahnung) and an obligation to pay legal costs.
- In Poland, sanctions are mainly enforced by the UODO and the UOKiK, and the penalty for unsolicited advertising is mainly threatened in the case of persistent violations.
- An exception to the consent requirement (marketing to an existing customer) exists in both countries, but is subject to the strict conditions, which, if not met, eliminates the possibility of invoking it.
