Guidance from the Consumer Ombudsman on the use of Environmental and Ethical Claims in Marketing
The purpose of this Guidance is to protect consumers against misleading and unethical marketing and to support the provision of relevant and credible information for the benefit of consumers. The Guidance is further intended to help safeguard real and fair competition between traders. Accordingly, the Guidance aims to make it easier for traders to market positive environmental efforts and counter any attempts to greenwash own products. Similarly, the Guidance is to make it clearer for traders when they may lawfully use ethical marketing statements about the properties, conditions relating to the production of products and about the activities in general of their respective companies.
Marketing containing environmental or ethical claims about a product or an activity is likely to appeal to some generally accepted positive statements or properties. When a trader uses this type of marketing to boost sales, such marketing must be assessed under the Danish Marketing Practices Act (markedsføringsloven).