Unfair Commercial Practices
Written in plain language for general understanding. This is educational content, not legal advice. Based on Danish Acts of Parliament (love), executive orders (bekendtgørelser), and official government guidance.
Danish National Law
What is this right?
The Marketing Practices Act protects consumers against misleading and aggressive business practices:
- Misleading advertising: Businesses must not provide false or deceptive information about products, prices, or terms.
- Hidden costs: All prices must include VAT and all mandatory charges — hidden fees are prohibited.
- Pressure selling: Aggressive tactics (harassment, coercion, undue influence) are unlawful.
- Comparison advertising: Must be truthful, comparing like-for-like features.
- Enforcement: The Forbrugerombudsmanden (Consumer Ombudsman) monitors compliance and can issue orders, negotiate agreements, and bring cases to court.
When does it apply?
- You encounter misleading advertising, hidden charges, or aggressive sales tactics.
- A business refuses to honour advertised prices or conditions.
What should you do?
- Save evidence — screenshots of advertising, emails, terms and conditions.
- Complain to the business first — give them a chance to resolve the issue.
- Report the practice to the Forbrugerombudsmanden (Consumer Ombudsman) at forbrugerombudsmanden.dk.
- If you suffered financial loss, file a claim with Forbrugerklagenævnet or your local court.
What should you NOT do?
- Don't sign contracts under pressure — if a salesperson pressures you, walk away and use the cooling-off period if applicable.
- Don't assume advertised prices are final if they seem too good to be true — verify before purchasing.
- Don't accept 'no refund' policies in consumer sales — your statutory rights cannot be excluded.
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