The Danish Consumer Ombudsman has published guidelines regarding marketing towards children and minors, including guidelines and recommendations on the labelling of commercial content.
There is a stricter requirement for advertising labelling when an advertisement is aimed at children and young people under the age of 18. It must therefore be very clear that it is advertising if an advertisement is aimed at children and young people. This also applies if an advertisement is aimed at both children and adults. If it is advertising and it is not clear from the context in which the advertisement is part of, it must be labelled as advertising in a way that the target group understands that it is advertising.
The guidelines and recommendations are non-statutory. However, the guidelines have been negotiated with industry organisations and other relevant actors and are an expression of best practice. The guidelines explain how the Consumer Ombudsman interprets the laws under the institution's supervision.
(Source: Forbrugerombudsmanden, Denmark - Policy monitor country profile, 2025)
Entities responsible for implementation: Forbrugerombudsmanden (Danish Consumer Ombudsman)
The Danish Consumer Ombudsman has published guidelines regarding marketing towards children and minors, including guidelines and recommendations on the labelling of commercial content.
There is a stricter requirement for advertising labelling when an advertisement is aimed at children and young people under the age of 18. It must therefore be very clear that it is advertising if an advertisement is aimed at children and young people. This also applies if an advertisement is aimed at both children and adults. If it is advertising and it is not clear from the context in which the advertisement is part of, it must be labelled as advertising in a way that the target group understands that it is advertising.
The guidelines and recommendations are non-statutory. However, the guidelines have been negotiated with industry organisations and other relevant actors and are an expression of best practice. The guidelines explain how the Consumer Ombudsman interprets the laws under the institution's supervision.
(Source: Forbrugerombudsmanden, Denmark - Policy monitor country profile, 2025)
Entities responsible for implementation: Forbrugerombudsmanden (Danish Consumer Ombudsman)
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