Marketing Practices Act

In this section you can find a walkthrough of some of the most important rules set out in the Danish Marketing Practices Act.

 

The principle of good marketing practice

08. June 2017

Good marketing practice in section 1 remains a central standard to be met by all businesses in consideration for consumers and general public interest.

Public business activities

08. June 2017

Section 2 of the Act lays down its field of application. The Act applies to private business activities; however, it also applies to the so-called liberalised services in the public sector.

Covert advertising

08. June 2017

Section 4 sets out that advertising should be clearly distinguishable as such regardless of form and medium of transmission.

Children and young people

08. June 2017

The Marketing Practices Act contains a very explicit provision on marketing activities targeted to children and young people.

Sales promotions and special offers

08. June 2017

Section 9 on sales promotions took effect 1 January 2007.

Fee levying

08. June 2017

Section 15 of the Marketing Practices Act regulates the access to modify existing fees and introduce new one in an ongoing contractual relationship.

Price information

08. June 2017

The intention behind including the rules on price indications in the Marketing Practices Act is to simplify the area in order to make it easier for business and trade to get a clear overview of the legal regulation of price indications and marketing.

How to indicate prices

08. June 2017

Prices must be clearly indicated by means of labels, signs, price tags or the like.

Price information and goods

08. June 2017

Pursuant to section 13(1), the total minimum price is the price inclusive of fees, costs, VAT and all other costs which should be indicated. This is the price the consumer has to pay to take the product with him/her.

Price information and services

08. June 2017

Section 13(2) obliges business and trade to provide price information regarding the supply of services in the same way as for goods.

An itemised account is required (billing)

08. June 2017

Where a service is performed as per account rendered, the business that carries out the service is obliged to provide an itemised account, cf. section 13(4) of the Marketing Practices Act.

Mandatory information and credit purchases

08. June 2017

Section 14 sets out that specific information must be provided to the consumers in the event that they are offered the opportunity to purchase a product or service on credit.

Organised discounts

08. June 2017

Section 16 sets out that the availability of organised discounts must be indicated for both goods and services.