If you are a retailer in Denmark, you need to follow some rules on how to display prices for your goods and services. These rules are based on the Danish Marketing Practices Act, which aims to protect consumers from misleading or unfair marketing practices. Here are some of the main rules you should know...
How to display prices in retail in Denmark
Public
Denmark
Author: Kristina Dosen
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Fiscal subject related
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1815
Content accuracy validation date:
08.12.2023
Content accuracy validation time:
09:22h
- You must display the total price of the product or service, including all taxes, fees, and charges. The price must be clear and visible to the customer, and it must not be hidden or obscured by other information.
- Ensure that the pricing for items sold by weight, volume, or length is presented in terms of the respective unit of measurement, such as kilograms, liters, or meters. This allows customers to compare the prices of different products or quantities.
- You must display the price in Danish kroner (DKK), which is the official currency of Denmark. You can also display the price in other currencies, such as euros or dollars, but only as additional information and not as the main price. You must also indicate the exchange rate and the date of conversion when displaying prices in other currencies.
- You must display the price in a way that does not mislead or confuse customers. For example, you must not use fonts, colors, symbols, or images that make the price appear lower or higher than it actually is. You must also not use terms or expressions that imply a discount or a bargain, such as "only," "now," or "save," unless you can prove that the price is lower than the normal or previous price.
- You must display the price in a way that does not violate fair commercial practices, which are the socially acceptable norms for marketing in Denmark. For example, you must not display prices that are offensive, unethical, or harmful to the environment or public health.
If you do not comply with the rules on price display, you may face sanctions from the Danish Consumer Ombudsman, which is responsible for enforcing the Marketing Practices Act. The sanctions may include fines, injunctions, or compensation claims. You may also lose customers' trust and loyalty and damage your reputation and brand image.
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