ANWB content guidelines

Learn ANWB's requirements for product titles, descriptions, images, variants, and compliance data.

Use these guidelines when you map titles, descriptions, images, and compliance fields for ANWB.

They supplement the setup steps in Setting up a ANWB API.

These requirements are based on ANWB Marketplace Content Guidelines v2.2 from January 2026.

Requirements can change. Always verify the latest rules in the ANWB Seller Portal or with ANWB partner support.

Write product content for ANWB

ANWB expects a clear, helpful, and non-promotional tone.

Follow these copy rules:

• Write in simple Dutch at B1 level.

• Use the informal form je/jij.

• Do not use u.

• Keep descriptions informative.

• Avoid superlatives and sales language.

• Do not mention discounts, urgency, or calls to action.

• Do not link to external sources or your own webshop.

Examples of wording to avoid:

• Gratis

• Actie

• Goedkoop

• Beste prijs-kwaliteitverhouding

• Bestel nu

Title requirements

Use a fixed title structure and keep it short.

Requirements:

• Maximum length: 50 characters

• Format: [Product name] - [Product type] - [Specification] - [Brand]

• For clothing and footwear, include gender in the title

• Do not mention promotional text

Example:

Mette - dames softshell jas - Travelin'

Description requirements

Descriptions should help the customer understand the product quickly.

Requirements:

• Maximum length: 2500 characters, including HTML

• Focus on product facts and relevant benefits

• Keep the tone neutral and clear

• Do not copy ANWB marketplace text

Good practice:

• Use short paragraphs

• Use bullet points where useful

• Make the text easy to scan

Image requirements

Images must be clean and product-focused.

Main image requirements:

• Minimum size: 550 x 550 px

• White background only

• Show the product freestanding

• Do not show packaging

• Do not add logos, watermarks, or text

Additional image guidance:

• Add secondary images for details and product use

• Do not use renders or illustrations

• Do not use black-and-white images

Variant grouping

Use Variant Group Codes (VGC) for products that only differ by size or color.

Rules for grouped products:

• Titles must be identical within the group

• Descriptions must be identical within the group

• Do not mention the exact color or size in the title

• Each variant must have its own EAN

• Each variant must have a unique color and size combination

Compliance requirements

You are responsible for meeting all legal marketplace requirements.

Check these areas before you go live:

• GPSR: Add the Responsible Economic Operator details

  • Contact name

  • Physical address

  • Email address

  • Phone number

• CE marking: Required for relevant product types, such as electronics

• Safety information: Add required hazard and precaution statements where applicable

Final checklist

Before you activate your channel, confirm that:

• Titles follow the required format

• Titles stay within the character limit

• Descriptions use je/jij

• Descriptions do not contain promotional language

• Main images have a white background

• Main images do not contain text or watermarks

• Variant groups use identical titles and descriptions

• All mandatory GPSR and safety fields are filled in

For general Mirakl setup tips and common issue handling, see Mirakl guide: settings and solutions.