Unfair Commercial Practices in Denmark (2026 Legal Guide) — Rules & Requirements
About this article
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?
Markedsføringsloven (the Marketing Practices Act) protects consumers against misleading and aggressive commercial practices:
- Misleading advertising: Traders may not give false or misleading information about products, prices or terms.
- Hidden costs: All prices must include VAT and all mandatory fees — hidden charges are prohibited.
- Pressure selling: Aggressive methods (harassment, coercion, undue influence) are unlawful.
- Comparative advertising: Must be truthful and compare equivalent features.
- Enforcement: Forbrugerombudsmanden (the Consumer Ombudsman) supervises the Act and can issue orders, agree undertakings and bring cases before the courts.
When does it apply?
- You encounter misleading advertising, hidden fees or aggressive sales methods.
- A trader refuses to honour advertised prices or terms.
What to do if a company uses misleading or aggressive sales methods in Denmark
- Keep documentation — screenshots of ads, emails, terms and conditions.
- Complain to the company first — give them a chance to resolve it.
- Report the practice to Forbrugerombudsmanden at forbrugerombudsmanden.dk.
- If you have suffered a financial loss, you can file a complaint with Forbrugerklagenævnet or your local court.
What should you NOT do?
- Don't sign agreements under pressure — if a salesperson pressures you, walk away and use the right of withdrawal if it applies.
- Don't assume advertised prices are final if they seem too good to be true — verify before buying.
- Don't accept 'no refund' policies in consumer purchases — your statutory rights cannot be waived.
About Consumer Rights in Denmark
If something you bought is defective, Købeloven (the Sale of Goods Act) gives you 2 years to demand repair, replacement, a proportionate price reduction or cancellation — and defects that appear within the first year are presumed to have been present at delivery. For online and distance purchases, Forbrugeraftaleloven (the Consumer Contracts Act) gives you a 14-day right of withdrawal. Misleading advertising and unfair contract terms are prohibited under Markedsføringsloven (the Marketing Practices Act), enforced by Forbrugerombudsmanden (the Consumer Ombudsman). Unresolved disputes can be brought before Forbrugerklagenævnet (the Consumer Complaints Board).
Common Questions
What counts as an unfair commercial practice in Denmark?
Under Markedsføringsloven, unfair commercial practices include misleading advertising, hidden costs, aggressive or pressure selling, and dishonest comparative advertising. All prices must include VAT and mandatory fees — hidden charges are prohibited. Traders may not give false or misleading information about products, prices or terms.
How do I report a misleading company to the Danish Consumer Ombudsman?
Keep documentation first — screenshots of ads, emails and terms. Complain directly to the company to give them a chance to resolve it. Then report the practice to Forbrugerombudsmanden at forbrugerombudsmanden.dk. The Ombudsman supervises the market and can issue orders, agree undertakings or bring cases before the courts.
Can a Danish company refuse to honour an advertised price or a refund?
No. Statutory consumer rights cannot be waived by 'no refund' policies in consumer purchases. If you have suffered a financial loss because of an unfair commercial practice, you can file a complaint with Forbrugerklagenævnet or your local court. If you are pressured into signing, walk away and use the 14-day right of withdrawal if the purchase is covered.
What is the unfair commercial practices right in Denmark?
Markedsføringsloven (the Marketing Practices Act) protects consumers against misleading and aggressive commercial practices:Misleading advertising: Traders may not give false or misleading information about products, prices or terms.Hidden costs: All prices must include VAT and all mandatory fees — hidden charges are prohibited.Pressure selling: Aggressive methods (harassment, coercion, undue influence) are unlawful.Comparative advertising: Must be truthful and compare equivalent features.Enforcement: Forbrugerombudsmanden (the Consumer Ombudsman) supervises the Act and can issue orders,...
When does it apply — unfair commercial practices?
You encounter misleading advertising, hidden fees or aggressive sales methods.A trader refuses to honour advertised prices or terms.
What should I do if a company uses misleading advertising or pressures me into buying something in Denmark?
Keep documentation — screenshots of ads, emails, terms and conditions.Complain to the company first — give them a chance to resolve it.Report the practice to Forbrugerombudsmanden at forbrugerombudsmanden.dk.If you have suffered a financial loss, you can file a complaint with Forbrugerklagenævnet or your local court.
What should you NOT do — unfair commercial practices?
Don't sign agreements under pressure — if a salesperson pressures you, walk away and use the right of withdrawal if it applies.Don't assume advertised prices are final if they seem too good to be true — verify before buying.Don't accept 'no refund' policies in consumer purchases — your statutory rights cannot be waived.