Denmark is facing a growing issue with greenwashing, as companies increasingly use misleading environmental claims to promote their products. With the Danish Consumer Ombudsman reporting a rise in complaints and several high-profile cases making headlines, authorities are now pushing for stricter regulations to curb deceptive marketing practices.
Previous cases, such as the controversy surrounding Copenhagen Fashion Week and SAS‘s “environmentally conscious traveler” program, have already been covered here on NordiskPost, further highlighting the widespread issue. Cases of misleading sustainability marketing have been on the rise, prompting authorities to consider stricter regulations.
Rise in greenwashing reports to the ombudsman
Denmark is witnessing a surge in greenwashing complaints, with the Danish Consumer Ombudsman receiving a growing number of reports from consumers who feel misled by environmental claims. Cases of misleading sustainability marketing have been on the rise, prompting authorities to consider stricter regulations.
Recent greenwashing cases in Denmark
Several high-profile cases have brought greenwashing into the spotlight:
- Danish Crown’s “klimakontrolleret gris” (climate-controlled pig) campaign: The Danish meat producer Danish Crown was taken to court by Dansk Vegetarisk Forening (Danish Vegetarian Association) and Klimabevægelsen Danmark (Climate Movement Denmark) over claims that its pork was “climate-controlled.” In 2024, the Western High Court ruled that the term was misleading.
- Mercedes-Benz’s “certificeret miljøvenlig” (certified environmentally friendly) cars: Between September 2021 and January 2022, Mercedes-Benz Danmark marketed vehicles using phrases such as “certified environmentally friendly” and “the green revolution.” The Danish Consumer Ombudsman deemed these statements misleading, resulting in a fine of 1 million DKK (approx. 134,000 EUR).
- Arla’s “netto nul klimaaftryk” (net zero climate footprint) milk: In 2023, Arla received a fine of 1 million SEK (approx. 89,000 EUR) in Sweden for advertising its milk as having “net zero climate footprint.” The campaign was later withdrawn from Denmark due to strong criticism.
New greenwashing law on the horizon
To combat deceptive environmental claims, Denmark’s Minister for Industry, Business, and Financial Affairs, Morten Bødskov (S), has introduced a new law targeting misleading sustainability advertising. The proposal follows the European Union’s recent directive aimed at prohibiting greenwashing and misleading product information.
The proposed law would restrict businesses from using terms such as “grøn” (green), “bæredygtig” (sustainable), and “miljøvenlig” (environmentally friendly) unless they can provide substantial documentation to support these claims. If passed, the law will come into effect in September 2025.
Implications for businesses and consumers
The increasing scrutiny on environmental marketing signifies a shift toward greater corporate accountability. Companies must ensure their sustainability claims are backed by verifiable data to avoid penalties and reputational damage. Meanwhile, consumers will benefit from clearer and more reliable information, enabling them to make informed choices about environmentally responsible products.
As Denmark moves toward implementing stricter regulations, businesses must adapt their marketing strategies to align with these new standards, ensuring transparency and compliance in their sustainability claims.
