What is an impressum and why do you need one?
An impressum (also called a legal notice or imprint) is a legally required statement that identifies who's behind your business. It's mandatory in many countries, especially in Europe.
Why it matters:
- Legal requirement in Germany, Austria, and many EU countries
- Protects customers by making businesses accountable
- Avoids fines—penalties can be steep for missing information
- Builds trust through transparency
- Required for online advertising in many regions
What to include:
The exact requirements vary by country, but most impressums include:
- Your full legal name (business name and owner)
- Physical business address (not a PO box)
- Contact information (email, phone)
- Business registration details (if applicable)
- VAT number (if applicable)
- Professional information (trade registry, chamber of commerce)
- Responsible person for content (for larger businesses)
Important: We can't tell you exactly what your impressum needs—laws vary by country and business type. Check with a lawyer or your local business authority to get it right.
Questions to ask yourself when creating your notice
Where is your business legally based? Germany has different requirements than France or the US. Your location determines what you must include.
What's your business structure? Sole proprietor? LLC? Corporation? Different structures have different disclosure requirements.
Do you need a VAT number displayed? If you're registered for VAT in the EU, you typically must show it.
Who handles your content? Some countries require you to name the person responsible for your website content.
Are you part of a professional organization? Certain industries (law, medicine, design) have additional disclosure requirements.
Common situations and how to handle them
Working from home: You might need to list your home address—check if your country allows a business address service or PO box alternative.
Privacy concerns: Many countries require a real address, but you can use a registered office service or virtual business address in some places.
Multiple countries: If you sell across borders, follow the strictest requirements—usually those of where your business is registered.
Side business: Even if this isn't your main job, you still need to comply. Your impressum should show your business registration details, or your personal name if you're operating as a sole proprietor.
US-based sellers: The US doesn't require an impressum, but if you sell to EU customers, you may need one. Consider adding basic business information regardless.
No business registration yet: In many countries you need to register as a business once you start selling regularly. Check your local requirements—operating without proper registration can cause problems.
Tips for writing your notice
Check your country's specific requirements first. Don't guess—look up official sources or consult a lawyer.
Use your legal business name. Not just your brand name—the name you registered with tax authorities.
Make it easy to find. Link to your impressum from your footer on every page. Label it clearly ("Legal Notice," "Impressum," or "Imprint"). If you're using our policy pages it will be labeled and placed in the footer for you automatically.
Keep it current. Update immediately when you move, change business structure, or get new registration numbers.
Write in the local language. If you're selling in Germany, your German impressum should be in German.
Don't bury required info. Put mandatory details at the top, clearly formatted. Save the nice-to-have stuff for later.
Examples
German artist (sole proprietor):
"Impressum
Sarah Schmidt
Musterstraße 123
10115 Berlin
Deutschland
E-Mail: kontakt@beispielkunst.de
Telefon: +49 30 12345678
Umsatzsteuer-Identifikationsnummer gemäß §27a UStG: DE123456789
Plattform der EU-Kommission zur Online-Streitbeilegung: https://ec.europa.eu/odr"
Austrian small business:
"Impressum
Handgemacht OG
Hauptstraße 45
1010 Wien
Österreich
Vertreten durch: Maria Weber und Thomas Klein
E-Mail: info@beispielshop.at
Telefon: +43 1 2345678
Firmenbuchnummer: FN 123456 a
Firmenbuchgericht: Handelsgericht Wien
UID-Nummer: ATU12345678
Mitglied der WKO, Fachgruppe Handwerk
Berufsrecht: Gewerbeordnung (www.ris.bka.gv.at)"
US-based seller (optional but helpful):
"Legal Notice
Mountain Makers Studio
Operated by: Jennifer Park
Portland, Oregon, United States
Contact: hello@exampleshop.com
This site is operated from the United States. If you're located in a country that requires additional business information, please contact us."
Managing your policy
Your impressum lives in the Shop Policies section of your admin under "Legal Notice" or "Impressum." Update it there, and it'll automatically appear where it needs to on your shop.
When to update:
- You move your business
- You change your business structure
- You get new registration or VAT numbers
- You add or change contact information
- Your country's laws change
Need help? We've set up the space for your impressum, but we can't provide legal advice on what to include. Consult with a lawyer familiar with e-commerce law in your country, or check with your local business registry or chamber of commerce.
How to add this policy to your Big Cartel shop
- Head to Shop settings in your admin
- Scroll down to the Shop Policies section
- Find Legal notice and click in the text field
- Write or paste your policy
- Click Save
Your policy will automatically appear in your shop's footer as long as you're using the most recent version of your template. If you don't see it, update your template to get the latest features.
Migrating your shop policies
Already have a legal notice on a custom page? Move it to the new policy field instead. Here's why:
- We create the policy page automatically
- It shows up consistently in your shop footer
- Customers can find it easily
- You get an active policy indicator in your admin
To migrate:
- Copy your existing policy text from your custom page
- Paste it into the Legal notice field in Shop preferences
- Delete the old custom page
- Save your changes
Managing your policy
Edit anytime: Change the text and click Save. Updates appear immediately in your shop.
Check if it's active: Look for the policy tag in your admin that shows if you have an active privacy policy.
Preview your policy: Click the preview button to see how it looks in your storefront.
Delete if needed: Click "Delete policy" to remove it completely. This wipes the policy and removes the page from your shop.
Switch back to custom pages: You can always move your policy to a custom page if you want more control over formatting.