Purchasing decisions today are made with much more reflection than was the case 20 years ago. Consumers and decision-makers are no longer so easily lured by advertising promises. Instead, they first obtain detailed information about the advantages and disadvantages of a product or service, ideally even drawing on scientific standards. White papers have now established themselves as a suitable instrument for shedding light on an issue objectively and scientifically. They include market analyses, studies and survey results. The content must be comprehensible and supported by facts. The author of a white paper positions himself/herself as the expert in the respective subject area. The relevant target group or individual decision-makers should be supported objectively in their decision-making.