Summary
Details
- Denmark
Legally binding for:
All traders marketing products or services in Denmark.
Political or purely informational statements are assessed differently from commercial marketing.
B2C and B2B marketing are both covered where promotional intent exists.
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What’s Required
Denmark prohibits misleading environmental and climate-related marketing under the Marketing Practices Act.
Key requirements include:
Environmental claims must be accurate, clear, and capable of substantiation.
Claims such as “climate-neutral”, “CO₂-neutral”, “environmentally friendly” or “certified” must be supported by robust evidence.
Documentation must exist before marketing is published, not generated retrospectively.
Overall impression, not isolated wording, determines compliance.
Important Deadlines
Obligations apply continuously and immediately whenever marketing materials are released.
Current Status
Enforcement activity has intensified, with increased scrutiny of climate claims by the Consumer Ombudsman and the courts.
Penalties for Non-Compliance
Administrative fines for misleading environmental claims.
Orders to withdraw or correct marketing materials.
Reputational damage amplified by public enforcement announcements.
Examples of Known Violations
Marketing products as environmentally certified without sufficient substantiation.
Using absolute climate claims without clear scope, boundaries, or offset explanations.
The court found that certain climate slogans misled consumers under Section 5 of the Act.
Resources
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