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.
