Unfair Commercial Practices in Denmark
Reviewed by the Commoner Law Editorial Team. Sourced from Danish Acts of Parliament (love), executive orders (bekendtgørelser), and official government guidance. Written in plain language for general understanding — this is educational content, not legal advice. Our editorial standards
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 to Do If a Business Is Using Misleading or Aggressive Sales Practices in Denmark
- 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.
Common Questions
What counts as an unfair commercial practice in Denmark?
Under Markedsføringsloven, unfair practices include misleading advertising, hidden costs, aggressive or pressure selling, and dishonest comparison advertising. All prices must include VAT and mandatory charges — hidden fees are prohibited. Businesses must not provide false or deceptive information about products, prices, or terms.
How do I report a misleading business to the Danish Consumer Ombudsman?
Save evidence first — screenshots of ads, emails, and terms. Complain to the business directly to give them a chance to fix it. Then report the practice to Forbrugerombudsmanden (the Consumer Ombudsman) at forbrugerombudsmanden.dk. The Ombudsman monitors compliance and can issue orders, negotiate agreements, or bring cases to court.
Can a Danish business refuse to honour an advertised price or a refund?
No. Statutory consumer rights cannot be excluded by 'no refund' policies in consumer sales. If you suffered financial loss from an unfair practice, you can file a claim with Forbrugerklagenævnet or your local court. If pressured into signing, walk away and use the 14-day cooling-off period if the sale qualifies.
When does it apply — unfair commercial practices?
You encounter misleading advertising, hidden charges, or aggressive sales tactics.A business refuses to honour advertised prices or conditions.
What should I do if a company is using misleading advertising or pressuring me into a purchase in Denmark?
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 — unfair commercial practices?
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.