markedsføringsloven

Markedsføringsloven is the Danish Marketing Practices Act. It governs commercial practices and advertising in Denmark. The primary aim of the law is to ensure fair competition and protect consumers from misleading or aggressive marketing. It prohibits various unfair commercial practices, including misleading advertising, aggressive sales tactics, and comparative advertising that is not objective or verifiable.

The law applies to all forms of marketing, whether done online, in print, or through other media. It sets rules for how businesses can present their products and services to consumers. Key provisions include the requirement that advertising must be clear, truthful, and not deceptive. Businesses are also obligated to respect consumer privacy, particularly in direct marketing and data collection.

Enforcement of the Markedsføringsloven is primarily handled by the Danish Competition and Consumer Authority. They investigate complaints, issue warnings, and can impose fines for violations. Individuals and businesses affected by unfair marketing practices can also seek legal remedies through the courts. The law is regularly updated to address new marketing methods and technologies.