Plesner Law Firm
Marketing Law and Consumer Law
28.09.2026
Recent cases underline the increased focus on high risks connected with misleading price marketing

Recent cases underline the increased focus on high risks connected with misleading price marketing

The Danish Consumer Ombudsman (the "DCO") has in September 2026 published three cases regarding misleading price marketing, including cases resulting in very significant fines, which were investigated using the DCO's digital price monitoring tool. With Black Friday and the Christmas sales season approaching, businesses should ensure that their pricing practices comply with the relevant rules.

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