The rules on price marketing are intended to ensure fair competition and protect consumers from being misled.
The rules on price marketing in the Danish Marketing Practices Act set limits on how often and at what intervals products may be put on offer and how traders may otherwise market prices.
If a product is marketed with prices that indicate a saving, e.g. by using "before and now prices", it is generally a requirement that the product has been sold at the "before price" for a period of at least 6 weeks.
The rules on price marketing also regulate price-saving statements and affect, among other things, how products can be sold with volume discounts and in package offers.