In case of any discrepancy between the original Danish text and the English translation of this Act, the Danish text
shall prevail.
1Marketing Practices Act
Part 1Introductory provisions
Scope of this Act

1.-(1) This Act applies to private business activity and to public activity to the extent that products are offered in the market.
(2) Sections 3, 4, 9 and 14 do not apply to businesses subject to the Financial Business Act to the extent that the Minister for
Business and Growth has issued regulations for the areas concerned.
(3) Sections 15 and 16 do not apply to businesses subject to the Financial Business Act.
Definitions
2.-(1) For the purposes of this Act:1) 'consumer' means any natural or legal person who is primarily acting for purposes which are outside his trade, business, craft or
profession;2) 'trader' means any natural or legal person who is acting for purposes relating to his trade, business, craft or profession andanyone acting in the name of or on behalf of a trader;3) 'product' means any goods or service, including immovable property, rights and obligations;4) 'commercial practices' means any act, omission, course of conduct, representation or commercial communication, including
advertising and marketing, by a trader, directly connected with the promotion, sale or supply of a product to consumers;5) 'transactional decision' means any decision taken by a consumer concerning whether, how and on what terms to purchase, makepayment in whole or in part for, retain or dispose of a product or to exercise a contractual right in relation to the product, whether
the consumer decides to act or refrain from acting;6) 'to materially distort the economic behaviour of consumers' means using a commercial practice to appreciably impair the
consumer's ability to make an informed decision, thereby causing the consumer to take a transactional decision that he would nothave taken otherwise;7) 'code of conduct' means an agreement or set of rules not imposed by law, regulation or administrative provision which defines
the behaviour of traders who undertake to be bound by the code in relation to one or more particular commercial practices orbusiness sectors;8) Code owner: 'code owner' means any entity, including a trader or group of traders, which is responsible for the formulation andrevision of a code of conduct or for monitoring compliance with the code by those who have undertaken to be bound by it;9) 'good commercial practice' means the standard of special skill and care which a trader may reasonably be expected to exercise
towards consumers, commensurate with honest market practice or the general principle of good faith in the trader's field ofactivity. This concept covers the same as the concept of 'professional diligence' applied in directive 2005/29/EC concerning
unfair commercial practices.
10) 'invitation to purchase' means a commercial communication which indicates characteristics of the product and the price in a way
appropriate to the means of the commercial communication used and thereby enables the consumer to make a purchase;11) 'undue influence' means exploiting a position of power in relation to the consumer so as to apply pressure, even without using or
threatening to use physical force, in a way which significantly limits the consumer's ability to make an informed decision;12) 'regulated profession' means a professional activity or a group of professional activities, access to which or the pursuit of which,or one of the modes of pursuing which, is conditional, directly or indirectly, upon possession of specific professional
qualifications, pursuant to laws, regulations or administrative provisions;
1

This Act contains provisions implementing Directive 1998/6/EC of the European Parliament and of the Council of 16 February 1998 on consumer protection in the indication of
the prices on products offered to consumers, Official Journal of the European Communities 1998, L 80/27; Directive 1999/44/EC of the European Parliament and of the Councilof 25 May 1999 on certain aspects of the sale of consumer goods and associated guarantees, Official Journal of the European Communities1999, L 171/12; Directive 2002/58/EC
of the European Parliament and of the Council of 12 July 2002 concerning the processing of personal data and the protection of privacy in the electronic communications sector,
Official Journal of the European Communities 2002, L 201/37; Directive 2005/29/EC of the European Parliament and of the Council of 11 May 2005 concerning unfair businessto-consumer commercial practices in the internal market and amending Council Directive 84/450/EEC, Directives 97/7/EC, 98/27/EC and 2002/65/EC of the European Parliamentand of the Council and Regulation (EC) No 2006/2004 of the European Parliament and of the Council, Official Journal of the European Union 2005, L 149/22; parts of Directive
2006/114/EC of the European Parliament and of the Council of 12 December 2006 concerning misleading and comparative advertising, Official Journal of the European Union
2006, L 376/21; Directive 2006/123/EC of the European Parliament and of the Council of 12 December 2006 on services in the internal market, Official Journal of the European
Union 2006, L 376 of 27 December 2006, page 36; Directive 2008/48/EC of the European Parliament and of the Council of 23 April 2008 on credit agreements for consumers andrepealing Council Directive 87/102/EEC, Official Journal of the European Union 2008, L 133/66; Directive 2009/136/EC of the European Parliament and of the Council of 25
November 2009 amending Directive 2002/22/EC on universal service and users' rights relating to electronic communications networks and services, Directive 2002/58/EC
concerning the processing of personal data and the protection of privacy in the electronic communications sector and Regulation (EC) No 2006/2004 on cooperation between
national authorities responsible for the enforcement of consumer protection laws, Official Journal of the European Union 2009, L 337/11; and Directive 2014/17/EU of theEuropean Parliament and of the Council of 4 February 2014 on credit agreements for consumers relating to residential immovable property and amending Directives 2008/48/EC
and 2013/36/EU and Regulation (EU) No 1093/2010, Official Journal of the European Union 2014, L 60/34. The Bill also includes a provision establishing the framework for
inspections by the Consumer Ombudsman pursuant to Regulation (EC) No 2006/2004/EC of the European Parliament and of the Council of 27 October 2004 on cooperation
between national authorities responsible for the enforcement of consumer protection laws, Official Journal of the European Union 2004, L 364/1.

13) 'fee' means a payment for a specific service, function or benefit which is linked to the purchase of a product and which is not of
the nature of a payment for an independent service;14) 'consent' means any freely given specific and informed indication of the user's wishes;15) 'electronic mail' means any text, voice, sound or image message sent over a public communications network which can be stored
in the network or in the recipient's terminal equipment until it is collected by the recipient.
Good marketing practice3.-(1) Traders shall exercise good marketing practice with reference to consumers, other traders and public interests, but see
subsection (3).
(2) Commercial practices directed at children and young people, or where children and young people are particularly
vulnerable to the commercial practices in question, shall be designed with specific reference to their natural credulity and lack ofexperience and critical sense, as a result of which they are readily influenced and easy to impress, but see subsection (3).
(3) Where the commercial practices in question affect the consumer's economic interests, Part 2 applies instead of subsections(1) and (2). In the event that the commercial practices in question are at the same time contrary to interests that are not aimed at
protecting consumers' economic interests, including taste and decency, health and safety or other interests, or in the event thatthe commercial practices in question are regulated by contract law, subsections (1) and (2) apply alongside Part 2.
Part 2Business-to-consumer commercial practices
Good commercial practice4.-(1) A trader shall exercise good commercial practices vis-à-vis consumers.
Misleading actions
5.-(1) A trader's commercial practice must not contain false information or in any other way, including overall presentation,
deceive or be likely to deceive the average consumer, even if the information is factually correct.
(2) 'Misleading' under subsection (1) may be in relation to one or more of the following elements:
1) the existence or nature of the product;2) the main characteristics of the product;3) the extent of the trader's commitments, the motives for the commercial practice and the nature of the sales process applied;4) any statement or symbol with direct or indirect sponsorship or approval of the trader or his products;5) the price or the manner in which the price is calculated, or the existence of a specific price advantage;
6) the need for a service, part, replacement or repair;7) the nature, attributes and rights of the trader or his agent;8) the consumer's rights;
9) the trader's compliance with codes of conduct by which the trader has undertaken to be bound; or10) confusion with any products, trade marks or distinguishing marks (business identifiers) of a competitor.
Misleading omissions, including invitations to purchase and covert advertising
6.-(1) A trader's commercial practice must not be misleading by omitting or hiding material information or by providing
material information in an unclear, unintelligible, unambiguous or untimely manner.
(2) In case of invitations to purchase, the following information is regarded as material:
1) the main characteristics of the product, to an extent appropriate to the medium and the product;2) the geographical address and the identity of the trader and, where another trader is acting on his behalf, the geographical address
and the identity of this trader;3) the arrangements for payment, delivery and performance of the contract, to the extent that these arrangements depart fromnormal industry practice;4) the trader's method of handling complaints, to the extent it departs from normal industry practice;5) the right of withdrawal, cancellation or return, if the consumer has such a right;6) the price inclusive of VAT and other taxes; and
7) any additional freight, delivery or postal charges, to the extent that such charges are imposed.
(3) Where the nature of the product means that the price cannot reasonably be calculated in advance, the trader shall state
how the price is calculated. Where freight, delivery or postal charges cannot reasonably be calculated in advance, it shall bemade clear that such charges may be payable.
(4) A trader shall clearly identify the commercial intent of any commercial practice, including advertising.
Section 8 applies correspondingly.
(5) When assessing whether information has been omitted under subsections (1) and (4), it shall be taken into account
whether the trader uses a medium to communicate the information that allows only limited space or time and, if so, whichmeasures have been taken by the trader to make the information available to consumers by other means.
Aggressive commercial practices
7.-(1) In his commercial practices, a trader must not use harassment, unlawful coercion, force or undue influence that is likely
to significantly impair the consumer's freedom of choice with regard to a product.
Material distortion of the economic behaviour:8.-(1) To be in conflict with sections 4-7, the commercial practices must materially distort or be likely to materially distortthe economic behaviour of the average consumer, or of the average member of the group when the commercial practices are
directed to a particular group of consumers.
(2) Commercial practices which are likely to materially distort the economic behaviour only of a clearly identifiable group of
consumers who are particularly vulnerable to this practice or the underlying product, including because of their mental or
physical infirmity, age or credulity, which the trader could reasonably foresee, shall be assessed from the perspective of theaverage member of this group.
Commercial practices that are always considered misleading or aggressive
9.-(1) Notwithstanding whether or not this is contrary to sections 5-7, a trader must not use the commercial practices listed in
Schedule 1.
Part 3Special forms of marketing communication
Unsolicited communication with specific customers
10.-(1) A trader must not approach anyone by means of electronic mail, an automated calling system or a facsimile machine(fax) for the purposes of direct marketing unless the party concerned has given his prior consent. The trader must allow free andeasy revocation of consent.
(2) Notwithstanding subsection (1), a trader that has received a customer's electronic contact details in connection with thesale of products may market own similar products to that customer by electronic mail, provided that the trader has clearly anddistinctly given the customer the opportunity, free of charge and in an easy manner, of declining this both when giving his
contact details to the trader and in all subsequent communications.
(3) Where a trader approaches anyone by electronic mail for the purposes of direct marketing, the following conditions must
be met:1) the marketing communications must be clearly identifiable as such;2) the conditions for sales promotions must be easily accessible and be presented clearly and unambiguously;
3) the identity of the sender on whose behalf the marketing communication is made must not be disguised or concealed;
4) the recipient must not be encouraged to visit websites where the trader responsible for the website does not comply with therequirements set out in (i)-(iii); and5) an address must be provided to which the recipient may send a request that communications cease.
(4) A trader must not approach a specific natural person for the purposes of direct marketing using other means of remotecommunication than the ones referred to in subsection (1) where
1) the person concerned has declined such communications from the trader;2) it may be seen from a list prepared each quarter by the Central Office of Personal Registration (CPR) that the person concerned
has declined direct marketing communications; or3) the trader, by consulting the CPR, has become aware that the person concerned has declined direct market communications.
(5) Subsection (4)(ii) and (iii) does not apply if the person in question has previously requested the communication from thetrader.
(6) The first time a trader communicates with a specific natural person using other means of remote communication than theones referred to in subsection (1), the trader shall inform this person clearly and unambiguously of his right to decline direct
marketing communications from the trader. Moreover, the trader must always give the person concerned the opportunity ofdeclining such communications, free of charge and in an easy manner.
(7) The Minister for Business and Growth may lay down more detailed regulations governing the trader's duty to provide
information under subsection (6) and the duty to offer an opportunity to decline communications to a specific natural personusing other means of remote communication than the ones referred to in subsection (1).
Commercial practices directed at children and young people
11.-(1) Commercial practices directed at children and young people under the age of 18 must not directly or indirectly incitethem to violence or other dangerous or inconsiderate behaviour, nor make unwarrantable use of violence, fear or superstition inorder to influence them.
(2) Commercial practices directed at children and young people under the age of 18 must not mention or include images of orreferences to intoxicants, including alcohol.
Marking and packaging
12.-(1) Following negotiation with representatives of consumers and relevant trade and industry organisations, the Ministerfor Business and Growth may lay down provisions to the effect that certain trade names or symbols are reserved for or shall be
used for products that fulfil certain detailed stipulations, and that certain products may be sold or offered for sale only if suchproducts or their packaging provide information about the products' content and composition, shelf life and other characteristics.
Part 4Disclosure obligations
Substantiation of factual claims
13.-(1) The trader must be able to furnish evidence as to the accuracy of factual claims.
Disclosure obligations regarding prices etc.
14.-(1) In his commercial practices, a trader offering products for sale to consumers must clearly and distinctly provide
information about the price of the products under the detailed regulations laid down by the Minister under subsection (2).
(2) Following negotiation with the minister concerned and representatives of consumers and relevant trade and industry
organisations, the Minister for Business and Growth may lay down detailed regulations for the disclosure obligations undersubsection (1), including1) regulations specifying the procedure for providing price information and restrictions on the quantity of information provided;2) regulations specifying that the unit price of the product and the use of units for individual product groups must be indicated;
3) regulations specifying that information indicating the net quantity must appear on pre-packaged retail products; and
4) regulations in order to fulfil the provisions of the Directive of the European Parliament and of the Council on services in theinternal market concerning service providers' obligation to provide price information, etc. to service recipients.
Billing obligation for work performed on a time-and-materials basis
15.-(1) When a service is performed on a time-and-materials basis, the consumer shall be given an itemised bill from which
he can check the price of the products included in the service. The consumer shall be given information about hourly rate, hours
billed and materials used where this affects the price of the service.
(2) The trader may replace all or part of the information specified in subsection (1) with other information if this is agreed
with the consumer or if this conforms to normal industry practice in the area in question.
(3) The trader shall, if the consumer so requests, provide additional information from which the consumer can check the priceof the products included in the service. Such request shall be made within a reasonable time.
(4) Following negotiations with the minister concerned and representatives of consumers and relevant trade and industry
organisations, the Minister for Business and Growth may lay down special regulations concerning derogations from subsections(1)-(3), including rules dealing with information in connection with the granting of credit.
Fees
16.-(1) The amount or the charging of a fee, cf. section 2(1)(xiii), that is not regulated by legislation in an ongoing contractual
relationship may be altered to the detriment of the customer only if the conditions for this are clearly emphasised in the contract.
(2) A reasonable period of notice of a change in fees or the charging of new fees in an ongoing contractual relationship mustbe given before such fees become binding on the consumer.
(3) If the change in fees is substantial, or a new fee is to be charged, the consumer shall receive individual notice of thisbefore the change takes effect. If the consumer is entitled to terminate the agreement, this must be clear from the notice, as mustthe conditions under which the consumer may terminate the agreement.
Guarantees
17.-(1) A trader marketing a guarantee or similar arrangement must inform the consumer, in plain intelligible language, of thefollowing
1) the contents of the guarantee, including any limitations and obligations under the guarantee;2) the particulars necessary for making claims under the guarantee; and3) that the consumer's essential rights under the law are not affected by the guarantee.

(2) If marketing communication is in Danish, the terms of the guarantee must be in Danish.
Marketing of credit agreements
18.-(1) Any marketing concerning credit agreements to consumers which is not subject to section 19, and which indicates aninterest rate or any figures relating to the cost of the credit must include the following standard information:1) the borrowing rate, indicating whether this is fixed or variable or a combination of both, together with particulars of any charges
included in the total cost of the credit to the consumer;2) the total amount of credit;
3) the annual percentage rate of charge (APRC), calculated in accordance with the Credit Agreements Act;4) the duration of the credit agreement;5) the cash price and the amount of any advance payment in case of a credit in the form of deferred payment for a specific productor service;6) the total amount payable by the consumer and the amount of instalments.
(2) The standard information, cf. subsection (1), shall be specified in a clear, concise and prominent way by means of arepresentative example.
(3) Where the conclusion of a contract regarding an ancillary service relating to the credit agreement, including insurance, iscompulsory in order to obtain the credit or obtain it on the terms and conditions marketed, and the cost of that service cannot be
determined in advance, the obligation to enter into that contract shall also be stated in a clear, concise and prominent way,
together with the annual percentage rate of charge (APRC).
(4) A credit intermediary must indicate in marketing and documentation intended for consumers the extent of his powers,
including whether he works exclusively with one or more creditors or as an independent broker.
(5) The Minister for Business and Growth lays down regulations concerning information on risk in relation to credit agreements.
Marketing of mortgage credit agreements
19.-(1) Any marketing concerning mortgage credit agreements which indicates an interest rate or any figures relating to thecost of the credit must include the following standard information:1) the identity of the mortgage creditor or the mortgage credit intermediary;2) the mortgage or other security by which the mortgage credit agreement is secured;
3) the borrowing rate, indicating whether this is fixed or variable or a combination of both, together with particulars of any charges
included in the total cost of the credit;
4) the total amount of credit;5) the annual percentage rate of charge (APRC) which shall be included in marketing communications at least as prominently as
any interest rate indication for the credit;
6) the duration of the mortgage credit agreement;7) the amount of the instalments;
8) the total amount and the number of instalments payable by the consumer;9) a warning regarding the fact that possible fluctuations of the exchange rate could affect the amount payable if loans are marketedin Denmark in currencies other than Danish kroner.
(2) The standard information, cf. subsection (1), shall be specified in a clear, concise and prominent way. The standard
information, cf. subsection (1)(iii)-(viii), shall be specified by means of a representative example using the standard assumptions
laid down by the Minister for Business and Growth. Where the credit is offered only under assumptions other than the standard
assumptions laid down by the Minister for Business and Growth, the commonly used assumptions for the marketed credit must
be used in the indication of the representative example.
(3) Where the conclusion of a contract regarding an ancillary service relating to the credit agreement, in particular insurance,
is compulsory in order to obtain the credit or obtain it on the terms and conditions marketed, and the cost of that service cannot
be determined in advance, the obligation to enter into that contract shall also be stated in a clear, concise and prominent way,
together with the annual percentage rate of charge (APRC).
(4) The information referred to in subsections (1) and (3) shall be easily legible or clearly audible as appropriate, dependingon the medium used for marketing.
(5) The Minister for Business and Growth lays down detailed regulations concerning what should be considered to be a
representative example in the marketing of mortgage credit agreements.
Part 5Business-to-business relations between traders
Misleading and improper business-to-business commercial practices
20.-(1) The commercial practices of a trader must not be likely to mislead so that these may be assumed to affect othertraders' economic behaviour or harm a competitor.
(2) In the assessment of whether the commercial practices of a trader are misleading under subsection (1), the overall

commercial practices concerned shall be taken into account, including information about the following matters:
1) characteristics of the product;2) the price or the manner in which the price is calculated, and the conditions for delivery of products; and3) status, attributes and rights of the advertiser.
(3) A trader's business-to-business commercial practices must not be misleading or improper.
Comparative advertising
21.-(1) Comparative advertising means any advertising which explicitly or by implication identifies a competitor or products
offered by a competitor.
(2) Comparative advertising, cf. subsection (1), is permitted under this Act when the following conditions are met:
1) it is not misleading;2) it concerns products meeting the same needs or intended for the same purpose;3) it objectively compares one or more specific, relevant, verifiable and representative features of these products, which may
include price;4) it does not create confusion in the market between the advertiser and a competitor or between the advertiser's trade marks, trade
names, other distinguishing marks or products and those of a competitor;
5) it does not discredit or denigrate the trade marks, trade names, other distinguishing marks, products, activities or circumstancesof a competitor;
6) for products with designation of origin, it relates in each case to products with the same designation;7) it does not take unfair advantage of the reputation of a trade mark, trade name or other distinguishing marks of a competitor or ofthe designation of origin of competing products; and
8) it does not represent products as imitations or replicas of products bearing a protected trade mark or trade name.
Business identifiers22.-(1) Traders must not use business identifiers and similar devices that do not belong to them, nor use their own business
identifiers in a manner that is likely to cause confusion with those of others.
Trade secrets and technical drawings etc.
23.-(1) An individual who is under contract of service to or working in cooperation with a trader or is carrying out anassignment on his behalf must not obtain knowledge of or access to the trade secrets of the trader in an improper manner.
(2) If the individual concerned has obtained knowledge of or access to the trade secrets of the trader in a lawful manner, hemust not (unless authorised) pass on or make use of such secrets. This prohibition applies for three years after the end of thecontract, cooperation or assignment.
(3) Subsections (1) and (2) apply correspondingly to other persons who have lawful access to the trader's business.
(4) A person who in the course of work or for other commercial purpose has been entrusted with technical drawings,
specifications, formulae, models or the like may not make use of such material or put others in a position to do so withoutauthorisation.
(5) Traders may not make use of information or drawings or the like if knowledge of or access to this information or thesedrawings or the like has been obtained in conflict with subsections (1)-(4).
Part 6
Legal remedies
24.-(1) Actions in conflict with this Act may be prohibited by judgments. Concurrently with this or subsequently, such orders
may be imposed by judgments as may be considered necessary to ensure(i) compliance with the prohibition, including through provision that agreements entered into in conflict with a prohibition areinvalid; and(ii) restitution of the state of affairs existing before the unlawful action, including destruction or recall of products and issue of
information or correction of statements.
(2) Actions in conflict with this Act give rise to liability to pay damages under the general rules of Danish law.
(3) Any person who intentionally or negligently infringes or exploits unwarrantably the rights of another person in conflictwith this Act shall pay reasonable compensation.
(4) If infringement or exploitation of rights in conflict with the Act has taken place neither intentionally nor throughnegligence, the offender shall pay compensation in accordance with subsection (3) to the extent deemed reasonable.
Part 7
The activities of the Consumer Ombudsman

The Consumer Ombudsman
25.-(1) It is the responsibility of the Consumer Ombudsman, especially in the interests of consumers, to monitor compliancewith this Act and regulations issued pursuant to this Act.
(2) The Consumer Ombudsman may require the disclosure from anyone of all details considered necessary for the Consumer
Ombudsman's activities, including a decision as to whether a matter falls within the purview of this Act. The Consumer
Ombudsman may require such disclosure within a short time limit where comparative advertising is concerned or when
considered necessary under the circumstances.
(3) The Consumer Ombudsman is appointed by the Minister for Business and Growth for a period of up to six years which
may be extended by up to a total of three years. After the expiry of this period, the Consumer Ombudsman may be reappointed
only following public advertisement. In the event of reappointment, the first sentence is applied correspondingly. The Consumer
Ombudsman may be discharged without application only if such discharge is for health reasons, or if the individual concerned is
unfit to remain in the post as a result of criminality, misconduct in service or fraud. The appointment automatically ceases at theend of the month in which the individual concerned reaches the age of 70. The Consumer Ombudsman shall fulfil the generalconditions for appointment as a judge.
(4) No appeal against the Consumer Ombudsman's rulings under this Act may be brought before any another administrative
authority.
(5) The Minister for Business and Growth lays down detailed regulations governing the activities of the Consumer Ombudsman.
Digitalisation of the activities of the Consumer Ombudsman
26.-(1) Digital communication is considered to have been received once it is available to the addressee.
(2) The Minister for Business and Growth may lay down regulations specifying that written communication to and from theConsumer Ombudsman concerning matters covered by this Act or by regulations issued pursuant to this Act must take place
digitally.
(3) The Minister for Business and Growth may lay down detailed regulations governing digital communication, including theuse of specific IT systems, particular digital formats and digital signature etc.
(4) The Minister for Business and Growth may lay down regulations permitting the Consumer Ombudsman to issue decisions
and other documents pursuant to this Act or pursuant to regulations issued pursuant to this Act without a signature, with amechanically or similarly reproduced signature, or using a technology that ensures precise identification of the person issuing thedecision or document. Such decisions and other documents shall rank equally with decisions and documents with a personal
signature.
(5) The Minister for Business and Growth may lay down regulations specifying that decisions and other documents made orissued exclusively on the basis of electronic data processing may be made or issued merely designating the Consumer
Ombudsman as the sender.
On-site inspections
27.-(1) The Consumer Ombudsman may carry out inspections for the purpose of processing complaints forwarded fromenforcement authorities in other EU member states pursuant to Regulation (EC) No 2006/2004 on consumer protection
cooperation, and which concern infringements of directives for which the Consumer Ombudsman has been appointed thecompetent authority.
(2) The Consumer Ombudsman's inspections, cf. subsection (1), may take place only after a court order has been obtained.
(3) Access for inspections involves the Consumer Ombudsman obtaining access to the premises and means of transport of acompany or association in order to familiarise himself with and make copies of any information, including marketing materials,
accounts, financial records, books and other business records, regardless of the information medium. The Consumer
Ombudsman may require oral explanations of the facts in connection with the inspection. The Consumer Ombudsman may not
require oral explanations where the Consumer Ombudsman has a suspicion based on specific and articulable facts that a criminal
offence has been committed, providing grounds for bringing charges. The Consumer Ombudsman may also require individuals
included in the inspection to show the contents of their pockets, bags etc. in order for the Consumer Ombudsman to familiarise
himself with such contents and make copies where applicable.
(4) Where the information of a company or association is stored at or processed by an external data processor, the Consumer
Ombudsman may obtain access to the premises of the external data processor in order to familiarise himself with and makecopies of this information, cf. subsection (3). Such access assumes that it is not possible for the Consumer Ombudsman to obtain
access to the information directly from the company or association which is the subject of the inspection.
(5) The Consumer Ombudsman may obtain a copy of the data content from electronic media covered by the inspection for
subsequent review of the copy. The data obtained must be sealed or otherwise protected against reading before the inspection iscompleted. The subject of the inspection may demand that it or a representative appointed by it is present when the data obtained
is made available for reading and that the Consumer Ombudsman reviews the material obtained. Within 40 days of the end of theinspection, the Consumer Ombudsman is obliged to provide a copy of any information the Consumer Ombudsman may haveextracted from the data obtained to the subject of the inspection. When the review of the data obtained has been completed, thedata must be protected against reading. If the Consumer Ombudsman assesses that the material does not contain evidence of aninfringement of the regulations referred to in subsection (1), the data obtained must be deleted. If the Consumer Ombudsman
decides to proceed with the case, the data collected shall be deleted when the case has been finally decided.
(6) If the circumstances of a company or association mean that it is not possible for the Consumer Ombudsman to obtain
access to or make copies of the information on the day of the inspection, cf. subsections (3)-(5), the Consumer Ombudsman may
seal the relevant business premises and information for up to three working days after the inspection.
(7) Under the same conditions as in subsection (6), the Consumer Ombudsman may remove information or the medium on
which the information is stored in order to copy it. The material removed by the Consumer Ombudsman must be returned to thecompany or association no later than three working days after the inspection, together a set of copies of the information which
the Consumer Ombudsman has removed for the purpose of a more detailed review.
(8) In special cases, the time limits in subsections (5), (6) and (7) may be extended.
(9) The police provide assistance in the exercise of powers under subsections (1) and (3)-(7). Following negotiation with the
Minister for Justice, the Minister for Business and Growth may lay down detailed regulations for this assistance.
The negotiation principle
28.-(1) The Consumer Ombudsman shall seek by negotiation to influence traders to act in accordance with the good practiceprinciples and to observe this Act in other respects.
(2) If a trader disregards an undertaking given to the Consumer Ombudsman after negotiation under subsection (1), theConsumer Ombudsman may impose such orders on the trader as may be considered necessary to ensure compliance with theundertaking.
Guidelines
29.-(1) Following negotiation with representatives of consumers and relevant trade and industry organisations, the Consumer
Ombudsman seeks to influence the conduct of traders by the preparation and issue of guidelines for marketing in specified areasthat must be considered important, especially in the interests of consumers.
(2) Notwithstanding subsection (1), the Consumer Ombudsman may not issue guidelines that are directed solely at businesses
covered by the Financial Business Act.
Advance indication
30.-(1) At the request of a trader, the Consumer Ombudsman may give a statement regarding his assessment of the lawfulnessof contemplated marketing arrangements, unless an opinion would be subject to unusual doubt or other special circumstances
exist. An advance indication does not amount to a binding opinion on the lawfulness of the arrangement concerned.
(2) Once the Consumer Ombudsman has delivered an advance indication to a trader to the effect that he thinks acontemplated arrangement would be lawful, the Consumer Ombudsman may not interfere on his own initiative with anarrangement covered by the advance indication and implemented within a reasonable time from its delivery.
(3) The Minister for Business and Growth may lay down detailed regulations concerning advance indication fees.
Part 8The activities of the Danish Competition and Consumer Authority
31.-(1) The Danish Competition and Consumer Authority may conduct and publish comparative tests of products.
(2) In the testing referred to in subsection (1), the Danish Competition and Consumer Authority may collect information
anonymously.
Part 9Legal proceedings and enforcement measures
Legal proceedings
32.-(1) Anyone with a legal interest therein may bring a case concerning prohibitions, orders, damages and compensation under
section 24.
The Consumer Ombudsman may bring a case concerning prohibitions and orders under section 24(1) and, if requested, bring acase concerning damages and compensation.
(2) The Consumer Ombudsman may issue an order if an action is clearly in conflict with this Act and cannot be changed bynegotiation.
(3) A party upon whom an order is imposed may require that it be considered by the courts. A request to this effect shall be
submitted to the Consumer Ombudsman in writing within four weeks of notification of the party concerned of the order. The
Consumer Ombudsman shall bring the case to court under the rules governing civil administration of justice within one week ofreceiving the request.

(4) A request under subsection (3) has no delaying effect, but the court may find that the party concerned may continue withthe action covered by the order while the case is pending.
(5) If a judgment by which an order is found not lawful is appealed, the court that pronounced the judgment or the court towhich the case has been brought may decide that the party concerned may not practise the action covered by the order during theappeal case.
(6) If a charge is preferred for infringement of this Act, the prosecution of the charge will be assigned to the Consumer
Ombudsman if he so requests.
Duty to provide information on time limitation
33. If deemed necessary for protecting consumers against a loss of rights, the Consumer Ombudsman may, following
negotiation with the trader, issue an order specifying a duty to inform relevant customers about their legal position in relation totime limitation.
Actions for damages
34. If a majority of consumers have a uniform claim for damages as a result of infringement of the provisions of this Act, theConsumer Ombudsman may, if requested, treat this as a single claim.
Collective actions
35. The Consumer Ombudsman may be appointed as group representative in a collective action, cf. Part 23 a of the
Administration of Justice Act.
Interim prohibitions
36.-(1) Where there is an obvious risk that the purpose of a prohibition as referred to in section 24(1) will be defeated if acourt decision must be awaited, the Consumer Ombudsman may issue an interim prohibition. A case to affirm the prohibition
shall be brought not later than the next working day. The rules in section 413(1)(ii), section 414, section 430 and section 641(1)(3) and (5) of the Administration of Justice Act apply correspondingly, and the rules in section 636, section 638 and 422(3) apply
subject to the necessary exemptions.
(2) If a case for affirmation of a prohibition under subsection (1) cannot be decided by judgment within five working days ofthe case being brought, the court may decide, during the preparation of the case and before the expiry of the above time limit,that the prohibition shall continue in force. Before such decision, the court will, if possible, give the parties the opportunity to
express their views. If the prohibition is not affirmed before the expiry of the time limit, it will lapse.
Penalty and prosecution
37.-(1) Non-observance of a prohibition or order imposed by the court or an order imposed by the Consumer Ombudsman
under section 28(2), section 32(2) or section 33 is punishable by a fine or imprisonment of up to four months. However, nonobservance of an order to repay a payment received does not carry a penalty.
(2) A party who omits to disclose information required under section 25(2) or section 27(3), second sentence, or undercircumstances covered by this Act gives the Consumer Ombudsman incorrect or misleading information, shall be liable to a fineunless a more severe penalty is prescribed under other legislation.
(3) Infringement of the provisions of section 5(1), section 6(1),(3) and (4), sections 7 and 9-11, section 14(1), section 15,
section 16(3), section 18 and section 19, section 20(1) and section 21 and deliberate infringement of section 22 is punishable bya fine unless a more severe penalty is prescribed under other legislation.
(4) Infringement of section 20(1), section 21 and section 22 is subject to private prosecution.
(5) Infringement of section 23 is punishable by a fine or imprisonment of up to eighteen months, unless a more severe penalty
is prescribed under section 299 a of the Danish Penal Code. Prosecution will take place only at the request of the injured party.
(6) Regulations issued pursuant to this Act may prescribe penalties in the form of fines for infringement of such regulations.
(7) Companies etc. (legal persons) may be subject to criminal liability under the rules of Part 5 of the Danish Penal Code.
Fine notice38.-(1) The Minister for Business and Growth may, following negotiation with the Minister for Justice, lay down regulations
specifying that the Consumer Ombudsman, in specific cases on infringement of this Act or regulations issued pursuant to thisAct, indicates in a fine notice that the case may be settled out-of-court if the party in contravention pleads guilty of theinfringement and states that he is willing to pay a fine specified in the fine notice within a specified time limit. Such time limit
may be extended by the Consumer Ombudsman if requested.
(2) The rules of section 834(1)(ii) and (iii) and 834(2) of the Administration of Justice Act on requirements for the content of
an indictment and on suspects not being under any obligation to make statements apply correspondingly to fine notices.

(3) If the fine notice is accepted, any further prosecution will cease. Acceptance of a fine shall have the effect of a judgment.
Part 10
Transferred powers
39. The Minister for Business and Growth may transfer his powers under this Act to an authority under the Ministry. This
does not apply to powers under section 25(5). If the Minister transfers his powers to an authority under the Ministry, he may lay
down rules governing the right of appeal, including the stipulation that appeals may not be brought before another administrative
authority.

Part 11
Entry into force etc.
Entry into force
40.-(1) This Act enters into force on 1 July 2017.
(2) The Marketing Practices Act, cf. Consolidated Act no. 1216 of 25 September 2013, is repealed on 1 July 2017.
(3) Regulations laid down pursuant to the Marketing Practices Act, cf. Consolidated Act no. 1216 of 25 September 2013,
shall remain in force until they are repealed or superseded by rules and regulations issued pursuant to this Act. Infringements ofsuch rules and regulations are punishable by fine in accordance with the previous rules.
The Faroe Islands and Greenland
41. This Act does not apply to the Faroe Islands and Greenland.
Part 12Amendment of other legislation
42. The Administration of Justice Act, cf. Consolidated Act no. 1257 of 13 October 2016, as most recently amended bysection 1 of Act No. 203 of 28 February 2017, is amended as follows:
1. In section 653(2)(xiv), "section 1 of the Marketing Practices Act" is amended to: "sections 3 and 4 of the Marketing Practices
Act".
43. The Danish Penal Code, cf. Consolidated Act no. 1052 of 4 July 2016, as amended by Act no. 1723 of 27 December 2016,section 1 of Act
no. 1728 of 27 December 2016 and section 3 of Act no. 189 of 27 February 2017, is amended as follows:
1. In section 299 a, "section 19 of the Marketing Practices Act" is amended to: "section 23 of the Marketing Practices Act".
44. Act no. 429 of 31 May 2000 on Processing of Personal Data, as amended, inter alia, by section 2 of Act no. 519 of 6 June2007 and most recently by section 1 of Act no. 639 of 12 June 2012, is amended as follows:
1. In section 6(2), second sentence, "section 6 of the Marketing Practices Act" is amended to: "section 10 of the Marketing
Practices Act".
2. In section 12(1)(iii), second sentence, "section 6 of the Marketing Practices Act" is amended to: "section 10 of the Marketing
Practices Act".
3. In section 36(3), "section 6 of the Marketing Practices Act" is amended to: "section 10 of the Marketing Practices Act" and"section 6(7) of the Marketing Practices Act" is amended to:"section 10(7) of the Marketing Practices Act".
45.-(1) The Financial Business Act, cf. Consolidated Act no. 174 of 31 January 2017, as most recently amended by section 1of Act no. 1549 of 13 December 2016, is amended as follows:
1. In section 348(1), third sentence, "section 20, section 22(2), section 23(1), section 27(1) and section 28 of the Marketing
Practices Act" is amended to:"section 24, section 25(2), section 28(1), section 32(1) and section 34 of the Marketing Practices Act".

2. In section 395, "section 17 of the Marketing Practices Act" is amended to: "section 29 of the Marketing Practices Act".
46. The Investment Associations etc. Act, cf. Consolidated Act no. 1051 of 25 August 2015, as most recently amended bysection 2 of Act no.
1541 of 13 December 2016, is amended as follows:
1. In section 170(1), second sentence, "section 20, section 22(2), section 23(1), section 27(1) and section 28 of the Marketing
Practices Act" is amended to:"section 24, section 25(2), section 28(1), section 32(1) and section 34 of the Marketing Practices Act".
47. The Act on Financial Advisors and Mortgage Credit Intermediaries, cf. Consolidated Act no. 1079 of 5 July 2016, as
amended by section 5 of Act no. 1549 of 13 December 2016, is amended as follows:
1. In section 11(5), "section 20, section 22(2), section 23(1), section 27(1) and section 28 of the Marketing Practices Act" isamended to: "section 24, section 25(2), section 28(1), section 32(1) and section 34 of the Marketing Practices Act".
48.-(1) The Property Credit Companies Act, cf. Consolidated Act no. 1078 of 5 July 2016, as amended by section 9 of Act
no. 1549 of 13 December 2016, is amended as follows:
1. In section 12(2), third sentence, "section 20, section 22(2), section 23(1), section 27(1) and section 28 of the Marketing
Practices Act" is amended to:"section 24, section 25(2), section 28(1), section 32(1) and section 34 of the Marketing Practices Act".
49. Act no. 375 of 27 April 2016 on payment accounts (the Payment Accounts Act) is amended as follows:
1. In section 15, second sentence, "section 20, section 22(2), section 23(1), section 27(1) and section 28" is amended to: "section
24, section 25(2), section 28(1), section 32(1) and section
34".
50. The Securities Trading Act, cf. Consolidated Act no. 251 of 21 March 2017, is amended as follows:
1. In section 3(3), second sentence, "section 20, section 22(2), section 23(1), section 27(1) and section 28 of the Marketing
Practices Act" is amended to:"section 24, section 25(2), section 28(1), section 32(1) and section 34 of the Marketing Practices Act".
Issued at Amalienborg, 3 May 2017
Under Our Royal Hand and Seal MARGRETHE R.
/ Brian Mikkelsen

Schedule 1
Specific commercial practices that are always considered misleading or aggressive
1)
2)
3)
4)
5)

6)
7)
8)

Misleading commercial practices
Claiming to be a signatory to a code of conduct when the trader is not.
Displaying a trust mark, quality mark or equivalent without having obtained the necessary authorisation.
Claiming that a code of conduct has an endorsement from a public or other body which it does not have.
Claiming that a trader (including his commercial practices) or a product has been approved, endorsed or authorised by a public
or private body when he/it has not or making such a claim without complying with the terms of the approval, endorsement orauthorisation.
Making an invitation to purchase products at a specified priced without disclosing the existence of any reasonable grounds thetrader may have for believing that he will not be able to offer for supply or to procure another trader to supply, those products orequivalent products at that price for a period that is, and in quantities that are, reasonable having regard to the product, the scaleof advertising of the product and the price offered (bait advertising).
Making an invitation to purchase products at a specified price and then: refusing to show the advertised item to consumers; orrefusing to take orders for it or deliver it within a reasonable time; or demonstrating a defective sample of it with the intention ofpromoting a different product (bait and switch).
Falsely stating that a product will only be available for a very limited time, or that it will only be available on particular terms fora very limited time, in order to elicit an immediate decision and deprive consumers of sufficient opportunity or time to make an
informed choice.
Undertaking to provide after-sales service to consumers with whom the trader has communicated prior to a transaction in alanguage which is not an official language of the Member State where the trader is located and then making such service
available only in another language without clearly disclosing this to the consumer before the consumer is committed to thetransaction.
9) Stating or otherwise creating the impression that a product can legally be sold when it cannot.
10) Presenting rights given to consumers in law as a distinctive feature of the trader's offer.
11) Using editorial content in the media to promote a product when the trader has paid for the promotion without making that clear
in the content or by images or sounds clearly identifiable by the consumer. This is without prejudice to Council Directive
89/552/EEC, as codified by Directive 2010/13/EU.
12) Making a materially inaccurate claim concerning the nature and extent of the risk to the personal security of the consumer or his
family if the consumer does not purchase the product.
13) Promoting a product similar to a product made by a particular manufacturer in such a manner as deliberately to mislead theconsumer into believing that the product is made by that same manufacturer when it is not.
14) Establishing, operating or promoting a pyramid promotional scheme where a consumer gives consideration for the opportunity toreceive compensation that is derived primarily from the introduction of other consumers into the scheme rather than from thesale or consumption of products.
15) Claiming that the trader is about to cease trading or move premises when he is not.
16) Claiming that products are able to facilitate winning in games of chance.
17) Falsely claiming that a product is able to cure illnesses, dysfunction or malformations.
18) Passing on materially inaccurate information on market conditions or on the possibility of finding the product with the intentionof inducing the consumer to acquire the product at conditions less favourable than normal market conditions.
19) Claiming in a commercial practice to offer a competition or prize promotion without awarding the prizes described or areasonable equivalent.
20) Describing a product as 'gratis', 'free', 'without charge' or similar if the consumer has to pay anything other than the unavoidable
cost of responding to the commercial practice and collecting or paying for delivery of the item.
21) Including in marketing material an invoice or similar document seeking payment which gives the consumer the impression that
he has already ordered the marketed product when he has not.
22) Falsely claiming or creating the impression that the trader is not acting for purposes relating to his trade, business, craft or
profession, or falsely representing oneself as a consumer.
23) Creating the false impression that after-sales service in relation to a product is available in a Member State other than the one inwhich the product is sold.

Aggressive commercial practices24) Creating the impression that the consumer cannot leave the premises until a contract is formed.
25) Conducting personal visits to the consumer's home ignoring the consumer's request to leave or not to return except incircumstances and to the extent justified, under national law, to enforce a contractual obligation.
26) Making persistent and unwanted solicitations by telephone which are not subject to the prohibition in section 4 of the Consumer
Contracts Act, or by fax, e-mail or other remote media except in circumstances and to the extent justified, under national law, toenforce a contractual obligation.
27) Requiring a consumer who wishes to claim on an insurance policy to produce documents which could not reasonably beconsidered relevant as to whether the claim was valid, or failing systematically to respond to pertinent correspondence, in order
to dissuade a consumer from exercising his contractual rights.
28) Including in an advertisement a direct exhortation to children to buy advertised products or persuade their parents or other adults
to buy the advertised products for them. This provision is without prejudice to Article 9(1)(g) of Directive 2010/13/EU(Audiovisual Media Services Directive).
29) Demanding immediate or deferred payment for or the return or safekeeping of products supplied by the trader, but not solicitedby the consumer except where the product is a substitute supplied in conformity with Article 7(3) of Directive 97/7/EC (inertia
selling).
30) Explicitly informing a consumer that if he does not buy the product or service, the trader's job or livelihood will be in jeopardy.
31) Creating the false impression that the consumer has already won, will win, or will on doing a particular act win, a prize or otherequivalent benefit, when in fact either: there is no prize or other equivalent benefit, or taking any action in relation to claiming
the prize or other equivalent benefit is subject to the consumer paying money or incurring a cost.