The German healthcare advertising law (HWG) prohibits promises of a cure — and that is exactly why so many practitioners write far too little about their work. Yet the difference between a legal warning and clean wording often comes down to a single word. Here are 40 vetted, HWG-compliant phrasings for your website and social media — sorted by area of use.
The HWG ground rule in one sentence
You may describe who comes to you and what you work with — but not promise that an illness will be cured, relieved or prevented. Describe application and field of use instead of effect and guaranteed success.
A · Describing your treatments
The most common reason for a legal warning: concrete healing claims about a treatment. Instead of saying what the treatment achieves, describe whom it accompanies.
| ❌ Not allowed (HWG violation) | ✓ How to phrase it correctly |
|---|---|
| "Heals back pain" | "Support with back complaints" |
| "Proven to work against migraines" | "People with migraines come to me because …" |
| "Treatment of cancer" | "Accompanying support during an illness" |
| "Permanently eliminates allergies" | "I work with people who suffer from allergies" |
| "Heals depression" | "Support in times of psychological exhaustion" |
| "Demonstrably relieves sleep disorders" | "For people who sleep badly and want to understand the causes" |
| "Treats burnout" | "Support on the way out of exhaustion" |
| "Cures gastrointestinal complaints" | "A holistic view of complaints of the digestive system" |
B · Introducing methods and procedures
The method itself must not be advertised as a remedy either. Present it as support and an approach, not as a solution.
| ❌ Not allowed | ✓ How to do it |
|---|---|
| "Homeopathy heals children" | "Homeopathy as a gentle companion for children" |
| "TCM heals gastrointestinal problems" | "TCM — a holistic view of complaints of the digestive system" |
| "Acupuncture eliminates pain" | "Acupuncture to support states of pain" |
| "Medicinal herbs against high blood pressure" | "Herbal medicine as support with high blood pressure" |
| "Osteopathy repairs the back" | "Osteopathic treatment — body and function in dialogue" |
| "Energy work heals trauma" | "Energetic support in processes of change and healing" |
C · Communicating results — without promising a cure
Numbers, success rates and "pain-free after X sessions" are particularly delicate under § 11 HWG. Describe the experience of your clients rather than a guaranteed outcome.
| ❌ Not allowed | ✓ How to do it |
|---|---|
| "95% of my patients get well" | "Many of my clients report noticeable changes" |
| "Pain-free after 3 sessions" | "Individual processes need individual time" |
| "Fast results guaranteed" | "I accompany you for as long as you need support" |
| "Proven with over 500 patients" | "For 15 years I have accompanied people in their health" |
D · Phrasing your about-me page
On your about-me page you may show experience, background and focus areas — as long as you don't promise a cure.
✓ These phrasings are safe
"I have been working as a practitioner for 20 years."
"My focus is on …"
"I accompany people who …"
"My work combines … with …"
"In my practice, the whole person is at the centre."
"I have specialised in …"
❌ What you should cut
"I heal back problems." · "Through my treatment you will get well." · "As a specialist I guarantee …"
E · Using testimonials correctly
Client testimonials are allowed — but they may describe the experience , never the cure of an illness (§ 11 (1) no. 11 HWG).
✓ How testimonials may sound
"Working together helped me understand my body better."
"After the sessions I feel calmer and clearer."
"I value the calm and clarity in working with [name]."
❌ These testimonials are a risk
"Since the treatment my back pain is gone." · "My allergy disappeared after 4 weeks."
F · Ready-made sentences for service pages & social media
You can use these sentences directly and adapt them to your practice:
| Context | ✓ HWG-compliant phrasing |
|---|---|
| Offering an initial consultation | "In a free conversation we look together at whether and how I can accompany you." |
| Seasonal topic (autumn) | "Autumn challenges the immune system. My treatments accompany you through it." |
| Introducing a new treatment | "From now on I also offer [method] — for people who …" |
| Addressing a condition | "Many of my clients come to me with exhaustion — looking for a holistic path." |
| Showing expertise | "I accompany people with [topic] — for [X] years and with a love for the depth of this work." |
| Looking back / experience | "What I have learned in [X] years of practice: every body tells its own story." |
| Communicating prevention | "Health is not a state you have — but something you tend to. I accompany you in that." |
More background — and the list as a PDF
Why the HWG is so strict, what a legal warning actually costs and how to protect yourself is explained in detail in the article HWG & Practitioner Websites: What's Allowed — and What a Legal Warning Costs. This collection of phrasings is also available as a PDF to print and look up.
Important note
This collection covers the most common cases but does not replace legal advice for unclear wording. All the copy I write for your website is created on these principles: clear, honest, HWG-compliant.
Your website should be secure — from the start.
In a free initial consultation we look together at whether and how I can help you. No pressure, no obligation.
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