{"id":29195,"date":"2025-10-31T09:30:00","date_gmt":"2025-10-31T07:30:00","guid":{"rendered":"https:\/\/kpw.law\/?p=29195"},"modified":"2026-02-07T21:09:05","modified_gmt":"2026-02-07T19:09:05","slug":"purchase-on-account-as-a-sales-promotion","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/purchase-on-account-as-a-sales-promotion\/","title":{"rendered":"Purchase on account as a sales promotion"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-background-blend is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull v4-pattern-hero__cover\" style=\"padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80);min-height:75vh;aspect-ratio:unset;\"><img data-dominant-color=\"89131c\" data-has-transparency=\"false\" style=\"--dominant-color: #89131c;\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-29193 size-large not-transparent\" alt=\"Rechnungskauf als Verkaufsf\u00f6rderung, Informationspflicht, Rechtsanwalt, E-Commerce\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Rechnungskauf-als-Verkaufsfoerderung-1024x576.jpg\" data-object-fit=\"cover\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Rechnungskauf-als-Verkaufsfoerderung-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Rechnungskauf-als-Verkaufsfoerderung-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/Rechnungskauf-als-Verkaufsfoerderung-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/Rechnungskauf-als-Verkaufsfoerderung-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Rechnungskauf-als-Verkaufsfoerderung-2048x1152.jpg 2048w\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-base-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:5em\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-1d4b5d69 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--80);padding-top:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_16124b8e314c8800996f1faa45102310\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-size:clamp(3.234rem, 3.234rem + ((1vw - 0.2rem) * 5.443), 6.5rem);font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">Purchase on account  <\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:15%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">as<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-huge-font-size wp-elements-c8d7679285fbaeecff8f52a0f26bc596\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\"><span class=\"v4-marker-highlight-background\">Sales promotion<\/span>.<\/p>\n\n<\/div> \r\n<\/h1>\n\n\n<div class=\"wp-block-group has-small-font-size is-nowrap is-layout-flex wp-container-core-group-is-layout-76c96157 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0;padding-top:0;padding-bottom:0;font-style:italic;font-weight:300;text-transform:uppercase\"><div style=\"font-style:italic;font-weight:300;text-transform:uppercase;\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2025-10-31T09:30:00+02:00\">31. October 2025<\/time><\/div>\n\n\n<p>from<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600;\" class=\"wp-block-post-author-name\">Clemens Pfitzer<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-c93ec0be wp-block-group-is-layout-constrained\">\n<p><strong>Sounds harmless: &#8220;Convenient purchase on account&#8221;. But when does it become a sales promotion offer &#8211; with extra information obligations? And what exactly do stores now have to provide?  <\/strong>  A recent ruling by the Federal Court of Justice sheds light on this.<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-zahlungsoption-oder-verkaufsforderung\">Payment option or sales promotion<\/h2>\n\n<p>An online retailer prominently advertised &#8220;Convenient purchase on account&#8221; on its website. It only became clear during the ordering process that this service was only available after a positive credit check. A consumer protection association considered this to be a misleading commercial act and an infringement of essential information obligations.    <\/p>\n\n<p>After the lower courts dismissed the consumer advocates&#8217; lawsuit, the case ended up at the Federal Court of Justice.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-informationspflichten-nach-dem-ddg-und-uwg\">Information obligations under the DDG and UWG<\/h2>\n\n<p>Essentially, the case revolves around the question of whether the offer of purchase on account is a sales promotion measure. The provisions of the E-Commerce Directive and its implementation in the German Digital Services Act (DDG) require that the terms and conditions of sales promotions must be &#8220;easily accessible, clear and unambiguous&#8221;. <\/p>\n\n<p>If such information is missing or difficult to find, this not only affects transparency, but also <a href=\"https:\/\/kpw.law\/rechtsgebiet\/wettbewerbsrecht\/\">competition law<\/a>. This is because withholding essential information constitutes an infringement of competition law. <\/p>\n\n<h2 class=\"wp-block-heading\">The ECJ case &#8220;Bonprix&#8221; as a trailblazer<\/h2>\n\n<p><a href=\"https:\/\/curia.europa.eu\/juris\/document\/document.jsf?text=&amp;docid=299643&amp;pageIndex=0&amp;doclang=DE&amp;mode=req&amp;dir=&amp;occ=first&amp;part=1\">In May 2025, the European Court of Justice (ECJ) clarified in case C-100\/24 &#8211; Bonprix <\/a>that references to payment methods can be considered sales promotions even if they only convey a limited economic advantage. The ECJ emphasized that consumers must be able to recognize the conditions under which the advertised advantage &#8211; such as purchase on account &#8211; actually applies when they first access a website. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-entscheidung-des-bgh-zum-rechnungskauf\">Federal Court of Justice decision on purchase on account<\/h2>\n\n<p>The Federal Court of Justice follows with its  <a href=\"https:\/\/juris.bundesgerichtshof.de\/cgi-bin\/rechtsprechung\/document.py?Gericht=bgh&amp;Art=en&amp;sid=2a928153a5648b7f9a26106cf4f69917&amp;nr=136342&amp;anz=1&amp;pos=0\">Judgment of 11.09.2025 &#8211; Ref. I ZR 14\/23 <\/a>  the line of the ECJ explicitly. The Federal Court of Justice overturned the decision of the lower court and referred the case back, but clarified important principles. The decisive factor is whether the purchase on account represents an objective advantage for the consumer &#8211; for example in the form of a deferral of payment, greater security or the elimination of an advance payment obligation in the event of a reversal. If this is the case, the reference to purchase on account can be a sales promotion offer.     <\/p>\n\n<p>This means that even the simple statement &#8220;Convenient purchase on account&#8221; can constitute a sales promotion if it promises an objective advantage. And anyone who engages in sales promotion must provide complete information immediately. <\/p>\n\n<h2 class=\"wp-block-heading\">Consequences for online retailers<\/h2>\n\n<p>The ruling is a clear signal for <a href=\"https:\/\/kpw.law\/rechtsgebiet\/e-commerce\/\">online retailers <\/a>: those who advertise must also provide information.<br \/>Retailers who advertise purchase on account, installment plan or &#8220;Buy Now, Pay Later&#8221; must make the exact conditions for use clearly recognizable and easily accessible &#8211; at the latest at the first visual contact with the offer.<\/p>\n\n<p>It is important that this reference is placed directly with the advertising promise, not in the GTC or during the ordering process. This can be done using links and asterisks. The linked information page should then explain in simple language, for example, when a credit check is carried out, which requirements apply and under which circumstances the purchase on account can be rejected.  <\/p>\n\n<h2 class=\"wp-block-heading\">Risks in the event of violations<\/h2>\n\n<p>If such clear information is missing, there is a risk of cease and desist <a href=\"https:\/\/kpw.law\/thema\/abmahnung\/\">letters<\/a> and injunctions. It becomes particularly critical if consumers only find out at the checkout that purchase on account is not possible. This can be seen as a &#8220;bait offer&#8221; &#8211; with the known consequences.  <\/p>\n\n<p>Companies should therefore:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Check all advertising spaces (homepage, product page, banner) for transparency,<\/li>\n\n\n\n<li>Archive internal documentation (screenshots, versions),<\/li>\n\n\n\n<li>and ensure that marketing and law work closely together.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\" id=\"h-fazit\">Conclusion<\/h2>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>Purchase on account can be a sales promotion, at least if the use of the payment method is subject to conditions.<br \/>Anyone who only offers and advertises purchase on account subject to conditions must provide clear, transparent information about the conditions and make this information easily accessible.  <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide v4-pattern-cta-box has-secondary-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-a7c0d175 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-right:0;padding-bottom:0\">\n<div class=\"wp-block-columns alignwide are-vertically-aligned-top v4-pattern-cta-box__columns is-layout-flex wp-container-core-columns-is-layout-ec2e7a44 wp-block-columns-is-layout-flex\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column is-layout-flow wp-container-core-column-is-layout-bce6ca70 wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:0;flex-basis:60%\">\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-right is-layout-constrained wp-container-core-group-is-layout-5c12a1d1 wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_2be3b00de496480c45bc2484d07ba5a4\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">We are happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">advise you about<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">E-Commerce!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-5c3c14bb wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\r\n\r\n<div class=\"wp-block-visual4-contact-modal__button\">\r\n            \r\n        <div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\r\n            \r\n\r\n<div class=\"wp-block-button v4-contact-modal-button is-style-fill\" style=\"font-style:normal;font-weight:600\" data-form-id=\"8\"><a class=\"wp-block-button__link has-contrast-color has-base-background-color has-text-color has-background has-link-color wp-element-button\">Contact form<\/a><\/div>\r\n\r\n        <\/div>\r\n        \r\n    <\/div>\n\n\n<div class=\"wp-block-buttons is-style-mobile-only is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-fc4fd283 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-arrow is-style-fill\"><a class=\"wp-block-button__link has-base-background-color has-background wp-element-button\" href=\"tel:4971141019030\" style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50);font-style:normal;font-weight:600\">Call now!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column v4-pattern-cta-box__columns-column--image is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full v4-pattern-cta-box__columns-column__image\"><img decoding=\"async\" src=\"https:\/\/kpw.law\/wp-content\/themes\/kpw-law\/assets\/samples\/person-cropped.png\" alt=\"\" class=\"wp-image-23155\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Find out when purchase on account is classified as a sales promotion and which information obligations online retailers must observe.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904,1],"tags":[5856,5855,5853,5854],"thema":[],"rechtsgebiet":[4987,5013],"produkt":[5134,5065,4981,5007,5775],"class_list":["post-29195","post","type-post","status-publish","format-standard","hentry","category-general","category-unkategorisiert","tag-credit-check","tag-purchase-on-account","tag-sales-promotion","tag-sales-promotion-measure","rechtsgebiet-competition-law","rechtsgebiet-e-commerce-en","produkt-advice-on-competition-law","produkt-advice-on-information-obligations-in-e-commerce","produkt-defense-against-warning-letter-under-competition-law","produkt-e-commerce-consulting","produkt-successfully-combating-competition-law-infringements"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin 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