When is a green claim lawful in Danish marketing?
A green claim is lawful when it is accurate, relevant and can be substantiated at the time it is used, and the substantiation must be produced to the Consumer Ombudsman on request. Good marketing practice and the ban on misleading conduct cover both the express claim and the overall impression, including images, colours and labels. General claims such as climate neutral or environmentally friendly require substantiation for the whole message the consumer perceives.
Source
- Source
- Danish Marketing Practices Act, sections 3, 5, 6 and 13
- Source
- Retsinformation, Civilstyrelsen
- Area
- Sustainability, CSR and environment
- Checked
- 2026-09-10
Questions
Next step
Three ways to put the register to work in your own practice.
Start with your task
Litigation
Find support in a judgment
Search guiding decisions, see what became final and follow changes in the law.
In-house, deals
Map the rules in a transaction
Move from theme to act and on to the article that carries the duty.
Compliance
Assess the risk in a process
Risk scoring per legal area, with the sources behind every score.