The Danish Consumer Ombudsman published recommendations for companies on environmental marketing

The Danish Consumer Ombudsman published new recommendations for marketing with claims about climate, environment and sustainability. The recommendations describe what companies should be aware of and are, in particular, an interpretation of sections 5, 6 and 13 of the Danish Marketing Practices Act (implementation of the Unfair Commercial Practices directive articles 6, 7 and 12).

In 2011, the Danish Consumer Ombudsman published the first "Guidance from the Consumer Ombudsman on the use of environmental and ethical claims, etc., in marketing", which was revised in 2014. The Guidance can be found in English here.

In October 2024, the Danish Consumer Ombudsman published a revised and elaborated version of the Guidance which has now been translated into English. It is called "Environmental Marketing by Traders – The Danish Consumer Ombudsman’s Recommendations" and can be found in English here. 

The Recommendations contain an update of the Danish Consumer Ombudsman’s practice regarding e.g. liability, sustainability and climate compensation. The Recommendations incorporate relevant information about the amendment to the UCP Directive from the EU which will enter into force on September 27th, 2026 and aims to prevent misleading green claims. Finally, the Recommendations contain a number of illustrative examples of both legal and illegal marketing with green claims. 

The Guidance and the Recommendations are both interpretive contributions to the Danish Marketing Practices Act – and apply concurrently.