The Danish competition authority has announced a significant amendment to the marketing law, which will impose stricter documentation requirements on businesses that make environmental claims such as 'eco-friendly', 'green', or 'CO2-neutral'. This change is designed to ensure that consumers receive clearer and more specific information regarding the environmental impact of products and services.

The primary goal of this legislative change is to bolster consumer protection and enable consumers to make more informed choices, thereby supporting the transition to a greener economy. By requiring businesses to provide more detailed and understandable environmental claims, the law aims to enhance transparency in marketing practices.

This new regulation is based on an EU directive and will be implemented across the entire European Union, promoting uniformity in the practices already followed by the Danish Consumer Ombudsman in this area. The Danish Competition and Consumer Authority has been responsible for the preparatory work related to this law amendment.

The new marketing law is set to come into effect in September 2026, giving businesses time to adjust to the new requirements.