Is Outdoor Advertising Subject to Approval? What Companies Need to Know About DOOH & More

INTRODUCTION

For many companies, outdoor advertising is a key means of visibility in urban areas. Whether as classic illuminated advertising, shop window advertising or in the form of digital screens. But if you want to get your brand message out there, you should know one thing: Outdoor advertising is almost always subject to approval in Germany. This is due to the interplay between safety aspects, cityscape maintenance and legal requirements. Strict rules apply to digital outdoor advertising (DOOH) and digital signage in particular. This guide summarizes when a permit is required and when it is not.

1. What Counts as Outdoor Advertising?

Outdoor advertising includes all promotional measures placed outside that are visible from public spaces. Legally, these are defined as advertising installations—usually fixed objects used to announce, promote or indicate a business. Typical types of outdoor advertising include:

• Billboards, poster pillars, banners
• Signs on façades or totems
• Illuminated advertising using LED or neon
• Window stickers (applied from the outside)
• Digital advertising installations, e.g., Digital Signage Displays and advertising screens (DOOH)

Not considered subject to approval are purely interior advertisements or vehicle graphics—unless these are misused as mobile advertising placed deliberately for public visibility.

2. When Is a Permit Required?

Advertising installations are classified as structural facilities under the state building regulations and are therefore generally subject to approval. A construction permit must be obtained when an advertising installation is erected, attached, set up or significantly altered.
The local building authority checks, among other things:

• Structural stability of the installation
• Compliance with local design guidelines
• Impacts on traffic safety and neighboring properties

Even moving a screen to another spot on the same building, replacing a Digital Signage display with a larger one, or converting a static sign into a DOOH unit may require a new permit.

3. What Are the Exceptions?

In some cases, outdoor advertising may be exempt from approval—but only under clearly defined conditions:

• Small installations: Depending on the federal state, signs up to 0.5 m² (e.g., Hamburg) or 1 m² (e.g., Bavaria, Hesse) are exempt. Multiple signs are added together in terms of total surface area.
• Advertising at the place of business: In Bavaria, advertising installations on private commercial premises within urban areas are exempt regardless of size.
• Temporary advertising: Posters for events, election campaigns or clearance sales are often allowed without a permit—typically for a few weeks.
• Construction site advertising: Signs or banners referring to the building project are usually exempt.

Important: Even permit-free outdoor advertising must be safe, comply with traffic regulations and fit into the surrounding environment.

4. What Rules Apply to Digital Outdoor Advertising (DOOH)?

Digital outdoor advertising—such as LED displays, Digital Signage screens or interactive kiosks—is especially eye-catching. At the same time, it is subject to stricter regulations:

• Brightness & glare: Digital installations must have automatic brightness control—especially at dusk and during nighttime hours.
• Image transitions & content: Moving videos are generally prohibited. Static content with interval changes (e.g., every 10 seconds) is permitted.
• Traffic safety & location: Advertising is prohibited near roads if it distracts drivers (§ 33 StVO). Along motorways or federal roads, advertising is banned within 20–40 meters of the carriageway (§ 9 FStrG).

DOOH systems therefore require particularly careful planning and must often be approved by multiple authorities.

5. Which Authorities Are Responsible?

The local building authority is the main point of contact for outdoor advertising approvals. Depending on the location and type of installation, the following may also be involved:

• Traffic authority (e.g., for illuminated ads near main roads)
• Monuments authority (for listed buildings or historic districts)
• Road construction authority or public order office (for advertising on public space, e.g., sidewalk displays)

Approval processes are usually centrally coordinated. Once approved, applicants receive a permit—possibly with additional conditions for design or lighting duration.

6. Conclusion

Outdoor advertising is generally permitted—but in most cases, it requires official approval. Only small signs, temporary ads or site-related advertising may be exempt. Particularly digital outdoor advertising (DOOH) and Digital Signage installations are subject to strict rules on traffic safety, location and aesthetics.

Getting in touch with the relevant authorities early helps save time and avoid expensive removal orders. With proper planning, outdoor advertising becomes a legal and effective eye-catcher for your brand.