Forbrugerombudsmanden

Forbrugerombudsmanden, or the Danish Consumer Ombudsman, is an independent public authority in Denmark responsible for supervising consumer protection in marketing practices and in consumer contracts. Its mandate is to ensure that advertising, sales methods, and contract terms comply with Danish and EU consumer protection rules and to prevent unfair or misleading conduct toward consumers.

The ombudsman monitors marketing across all media, including online advertising, promotions, and sales campaigns such as door-to-door or distance selling. It reviews terms in consumer contracts, cancellation rights, and complaint handling to safeguard fair treatment of consumers. The office can take action regarding practices that may mislead or pressure consumers, and it provides guidance to businesses on compliant marketing and contract terms. It also addresses cross-border issues when Danish consumers are affected by marketing or contracts involving Danish companies.

Consumers may file complaints with the ombudsman, which assesses the case, requests information from businesses, and conducts investigations as needed. If non-compliance is found, the ombudsman can issue decisions, guidance, or orders to cease or modify practices and can publish its rulings to inform the public. The office collaborates with other national authorities and EU consumer protection bodies to promote consistent enforcement and sharing of best practices.

Forbrugerombudsmanden operates independently and is funded by the state. It also provides consumer education and publishes guidelines and annual reports to enhance transparency and awareness of consumer rights.