The Danish Guidance from the Consumer Ombudsman on the use of environmental and ethical claims, etc., in marketing 

Jurisdiction

For products sold in Denmark

Law Summary

The Danish Consumer Ombudsman provides guidance ensuring environmental and ethical marketing claims are clear, accurate, specific, and well-documented (often requiring lifecycle assessments for broad claims). Vague terms like “sustainable” are highly restricted unless robustly proven. The focus is on preventing misleading advertising under the Marketing Practices Act.  

Law Obligation

• Companies must ensure environmental and ethical claims are documented and verifiable. 
• Organisations must follow specific documentation requirements for sustainability claims. 
• Businesses must maintain clear evidence supporting marketing claims.   

Standards and/or certifications that may apply