For a clear and trustworthy advert, the title, description and photos should all depict the same specific offer. Write factually, fully and clearly. Wherever possible, use up-to-date images that accurately show the actual item, service, found item, event or circumstances described.
How should I word the title?
The title should make it clear at a glance what the advert is about. It should be short, unambiguous and limited to the actual offer.
Depending on the advert, a suitable title might include, for example:
- the exact name of the item, service or event,
- the make and model, if this information is known for certain and relevant,
- a key characteristic such as size, colour or version,
- in the case of lost or found items, a distinctive physical feature,
- in the case of events, the type or occasion of the event.
Avoid the following in the title:
- exclusively general terms such as ‘offer’, ‘item’, ‘help’ or ‘urgent’,
- text written entirely in capital letters,
- unnecessary special characters and multiple exclamation marks,
- long strings of search terms, place names or hashtags,
- details that do not match the actual offer,
- telephone numbers, email addresses or private addresses,
- misleading additions such as ‘free’ when payment or something in return is actually expected.
Examples of clear and understandable titles:
- ‘Ladies’ bicycle, 28 inches, black’
- ‘Lost black rucksack with red zip’
- ‘Help with gardening’
- ‘Solid wood dining table with four chairs’
A clear title makes it easier to categorise the advert correctly. However, it does not guarantee a specific position or reach in the search results.
What information should be included in the description?
Start with a short sentence summarising the offer or the situation. Then organise the further information into logical sections.
Depending on the advert, the following details are helpful:
- exact description,
- make and model,
- colour, size, dimensions or material,
- actual condition and functionality,
- known faults, damage and signs of wear,
- included and missing accessories,
- quantity on offer,
- price or reward,
- everything included in the delivery or service,
- possible shipping, collection or handover options,
- any identifiable additional costs,
- timeframe and realistic availability,
- important prerequisites or restrictions,
- for services, the specific scope of services,
- for events, the date, time, venue and conditions of participation,
- for lost or found items, the approximate time and location.
Only describe characteristics that you know for certain. If a piece of information could not be verified, state this clearly, for example with ‘not tested’ or ‘exact specification unknown’.
Photos supplement the description but do not replace it. Information crucial to the condition, price, what is included or use should also appear in the text.
How do I format longer pieces of information clearly?
Use short paragraphs and separate different topics with clear subheadings. Lists with a simple hyphen are suitable for several similar details.
Example:
Condition: second-hand and in working order
- slight scratches on the left-hand side
- charging cable included
- original packaging not available
- collection by arrangement possible
Please note the following points:
- Where possible, include only one piece of information per line in the list.
- Use clear, understandable terms.
- Explain any uncommon abbreviations.
- Keep the condition, price, what is included and the handover terms separate.
- Use simple hyphens.
- Avoid unnecessary blank lines.
- Do not repeat the same text multiple times.
- Use highlighting sparingly.
- Do not write the entire text in capital letters.
- Do not use long strings of symbols, emojis or exclamation marks.
- Do not insert artificial lists of search terms.
- Do not present important information exclusively as text within a photograph.
- Check spelling, numbers, measurements and dates.
The description should be understandable even without the photographs. Conversely, the photographs must match the description.
How do I describe the condition, defects and what is included?
Describe the current condition as specifically as possible. General terms such as ‘good’ or ‘second-hand’ are often insufficient if there are noticeable features.
In particular, mention:
- visible scratches, stains, cracks or deformities,
- technical faults and limited functionality,
- missing parts,
- repairs already carried out,
- visible signs of wear and tear,
- deviations from the original specification,
- accessories, packaging and documentation that are actually included,
- components that are visible in a photograph but are not part of the offer.
Do not conceal known defects, either in the text or by selecting or editing the photographs. If an item has not been inspected, do not describe it as fully functional.
What information should not be included in the public advert text?
Do not publish any confidential or security-related information.
This includes, in particular:
- passwords and access codes,
- full bank or payment details,
- full ID or document numbers,
- private messages from other people,
- personal data of third parties without their consent,
- telephone numbers or email addresses in the title or description,
- private addresses,
- details that could be used to make an unauthorised claim to a lost item without further verification.
Questions and further arrangements should be handled via the suchen.expert messaging function. This makes it easier to trace information about the offer and any agreements in the message history.
Which photos are suitable as the main image?
The first photo - or the one displayed as the main image - should immediately convey the essential content of the advert. Where possible, take a photograph of the actual item or object being offered in its current condition.
A suitable main image is:
- in focus,
- sufficiently bright,
- as true to life as possible in terms of colour,
- recent,
- clearly associated with the advert,
- free from distracting objects in the foreground,
- taken in such a way that the item is recognisable in its entirety or in a meaningful overall view,
- free from any superimposed contact, address or payment details.
In the case of a set, the main image should, where possible, show all the components together. Additional images can then show individual components and details more clearly.
Which additional photos are useful?
Further images should provide new information that is relevant to interested users.
Depending on the item, you can show:
- the front,
- the back,
- side views,
- the top and bottom,
- the interior,
- the label or size information,
- ports and controls,
- accessories,
- everything included,
- material texture,
- special features,
- any signs of wear and tear,
- known damage,
- the item switched on or in working order, provided this can be done safely.
Do not deliberately photograph defects from an angle where they are barely visible. Any damage should be mentioned in the description and shown in a suitable photograph.
Do not use several almost identical images if they do not provide any additional information.
What should be photographed for the different types of advert?
For sale and giveaway offers:
- the item actually being offered,
- its current condition,
- all components included in the package,
- any visible defects,
- size or model details, provided they can be published safely.
For lost property:
- your own reference photo of the item, if possible,
- distinctive external features,
- a comparable illustration if no recent photo is available, provided this is clearly stated.
For found property:
- the actual item found,
- only as many distinguishing features as are necessary for identification,
- no fully legible personal data,
- no security features that could enable an unauthorised person to pass themselves off as the owner.
For services:
- examples of your own work,
- tools and equipment used,
- permissible ‘before and after’ photographs,
- results that were actually produced by you or your company.
For events:
- your own or authorised event photographs,
- the actual event venue, provided you are authorised to use the photograph,
- images that accurately depict the nature and content of the event.
May I use stock photos, manufacturer images or photos from the internet?
Wherever possible, use your own up-to-date photos of the actual item offered. A stock, manufacturer or illustrative image often shows neither its individual condition nor everything included.
Images from external sources must not be used, in particular, if:
- you do not have valid permission or a licence to use them,
- the image has been copied from another website or another advert,
- the image shows a different item or a different version,
- the actual condition is not recognisable as a result,
- the image makes the scope of the offer appear greater than it is,
- copyright, trade mark, design or personality rights are infringed.
The fact that an image is freely accessible does not automatically mean it may be copied and published.
If you have an express licence for a supplementary example or manufacturer image, it must still be clear which specific item is offered. Such an image must not give a misleading impression of your offer. It should not replace your own photos showing the item's actual condition.
Further information:
What applies to photos of services and examples of work?
Only publish work that you have carried out yourself or for which you have sufficient permission to display.
Check the following before uploading:
- Is the work permitted to be shown publicly?
- Has the client consented to being recognisably depicted?
- Are people, registration plates, addresses or other personal data visible?
- Does the image contain confidential documents, screens or access details?
- Do all the services shown actually form part of your offering?
- Does the image convey a realistic impression of the possible outcome?
In the case of ‘before and after’ images, it should be clearly recognisable which photograph shows the earlier state and which shows the later state. Do not use third-party reference work as your own examples.
Are people allowed to be visible in the photographs?
Only publish images in which people are recognisable if you are authorised to do so and have obtained the necessary consent. This also applies to customers, staff, passers-by and people in the background.
Pay particular attention to:
- faces,
- name badges,
- vehicle number plates,
- private living areas,
- documents,
- postal items,
- monitors and mobile phone screens,
- photos of children and young people.
If a person is not necessary for the advert, frame the photograph differently or obscure the person before uploading it.
How do I protect personal and security-related data in photos?
Check every photo in full size before uploading. Small details may become legible later when zoomed in.
In particular, remove or obscure:
- telephone numbers,
- email addresses,
- home addresses,
- URLs and social media usernames,
- account and payment details,
- QR codes containing personal or confidential information,
- barcodes and access codes,
- signatures,
- ID and document numbers,
- names and details of uninvolved people,
- private messages,
- full serial numbers, where their publication poses a security risk.
In the case of keys, access cards or other security-related items, no image should be published that would facilitate unauthorised duplication or use.
Do not rely on confidential image information being removed automatically.
How accurately must the condition be depicted in the photographs?
Photos must not misrepresent the condition, size, colour, what is included or functionality.
In particular, avoid:
- strong filters,
- colour alterations,
- retouching that conceals damage,
- artificially added elements,
- photomontages that show items which are not included,
- extreme perspectives that distort size or proportions,
- images of a higher-quality version than the one actually on offer,
- older photographs, if the condition has changed significantly in the meantime.
Brightness, cropping and alignment may be adjusted carefully, provided the actual condition remains recognisable. Please state in the description if colours may vary on different screens.
What applies to AI-generated images, collages and symbolic images?
AI-generated, cut-out, composite or illustrative images must not give a false impression of the condition, scope or appearance of the offer.
Please note:
- An example or symbolic image should be clearly recognisable as such.
- An AI-generated image must not appear to be a photograph of the actual item.
- A collage must not show any elements that are not part of the offer.
- Removing the background must not obscure any damage or important details.
- Any image elements used must not infringe the rights of third parties.
- Supplementary images should not replace up-to-date photos of the actual offer where such photos can be provided.
What are the technical limits for photographs?
A single photo file must not exceed 12 MB in size. The image must be in a format technically supported by the platform.
If a photo cannot be uploaded or processed:
- check the error message displayed,
- check the file size,
- open the file on your device and check whether it is corrupted,
- if necessary, save a smaller copy without overwriting the original,
- use a format accepted by the upload field,
- try uploading again,
- refresh the page if the upload is still unresponsive.
A smaller file must not be compressed to such an extent that the item or important details are barely recognisable.
What should I check before submitting?
Check the entire draft, not just the main image.
Check the following:
- The title describes the actual offer.
- The description is complete and clear.
- The condition and any known defects are stated.
- The price, quantity and what is included are correct.
- Shipping, collection and additional costs are clearly stated.
- All photos show the correct item or situation.
- The main image is clear and informative.
- The images do not contain any unauthorised contact or payment details.
- Individuals and personal details are protected.
- You hold the necessary rights to all images.
- The images and text do not contradict each other.
- Any damage has not been concealed by filters or image editing.
- The advert type, category, situation and location match the offer.
- The advert does not contain any unnecessary repetitions or lists of search terms.
- The publication does not infringe any third-party rights.
Certain basic details cannot be changed after submission for review. You should therefore check these particularly carefully.
Further information:
What happens if the text or photos are unsuitable?
An advert may be reviewed prior to publication. Unclear, misleading or prohibited content may result in individual photos being removed, the advert being rejected or its visibility being restricted. In the event of repeated or serious breaches, further measures may be taken in accordance with the applicable rules.
A complete description and photos that comply with the rules do not guarantee publication, nor do they guarantee a specific reach or position in search results.
If an advert has been rejected:
- read the reason for rejection displayed,
- compare the title, description and photos with one another,
- remove or replace unsuitable images,
- add any missing details regarding the condition or offer,
- remove any personal or confidential information,
- check your rights of use,
- only resubmit the advert once you have made all the necessary corrections.
Further information:
When should I contact support?
Use the contact form if an otherwise permissible photo cannot be uploaded for technical reasons or you cannot determine what correction is required after a rejection.
Please provide the following where possible:
- the link or ID of the advert in question,
- the current status of the advert,
- advert type and category,
- which photo is affected,
- the file size and file format,
- the error message displayed,
- what steps you have already tried,
- whether the advert has been rejected.
Do not send passwords, full payment details or other unnecessary confidential information to the support team.
The support team can review the specific case. However, publication, a particular reach or a fixed processing time cannot be guaranteed.
