Prisoplysning

Prisoplysning is a term used in Denmark to describe the obligation for traders to provide clear and complete price information to consumers before a purchase. It encompasses the prices shown in physical stores, online shops, catalogs, and advertising.

What must be disclosed typically includes the total price payable by the consumer, including value-added tax (VAT) and any mandatory charges such as delivery or handling fees. When relevant, unit prices (for example price per liter or per kilogram) should be shown to enable price comparison. Price offers should specify the period of validity and any conditions, such as discounts, promotions, or financing terms. In distance selling, the final price before the consumer confirms the order is required to be clearly presented.

The purpose of prisoplysning is to prevent misleading practices and to promote informed consumer choice and fair competition. Information should be easily accessible, legible, and unambiguous, and traders must avoid hiding costs in fine print or relying on unclear wording.

Enforcement and consequences vary but can include administrative actions by consumer protection authorities, mandatory corrections, refunds, or penalties for non-compliance. In Denmark, prisoplysning is governed by general consumer protection and marketing rules, aligned with EU directives on price indication. Similar principles exist in other jurisdictions, where clear price display and disclosure requirements aim to protect buyers and ensure transparent commerce.