Denmark – EUCAM

This page contains information on statutory alcohol marketing
regulations in Denmark (table 1); a description of the restrictions
per medium (table 2); labelling information (table 3); information on non-statutory alcohol marketing regulations the complaints procedure (table 4); the complaints procedure; and lastly a summary about the Danish regulations on alcohol marketing, including exhaustive, downloadable documents from the ELSA & FASE research projects.

Update: november 2017

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Complaints procedure

Order on advertising and sponsorship on radio and television (Broadcasting act), statutory:
Complaints can be made to the Radio and Television Board. During a procedure a marketing practice can still be used. The possibility of complaining is made known to the public since complaints can be lodged on-line on the National Board of Radio and Televisions homepage. The police is responsible for the fine, while the National Board of Television and Radio is responsible for other sanctions. Sanctions can be a fine up to €260.000 (which has never been given) or the campaign can be stopped as a consequence of the decision. However, the part of the sanction system, which can lead to a fine requires, that the National Board of Television and Radio actually reports to the police. Until today this has never happened. The results of complaint procedures are published on the homepage of The National Board of Radio and Television, sometimes also by press releases. The average amount of time of the procedure is officially 11 weeks maximum. (usually somewhat longer).

The Law of Marketing, statutory:
Complaints can be made to The Danish Consumer Ombudsman. Normally the campaign runs until a sentence is passed upon it. However, the police can temporary prohibit a campaign. The possibility of complaining is described on the homepage of the Danish Consumer Ombudsman, in handbills and frequently in newspaper articles. Sanctions, where appropriate, are imposed by the courts of justice (if it is a fine); the police (if it only has to do with stopping a marketing campaign) and can be a fine close to 1 million euro’s, depending on the marketing budget, or the marketing campaign can be stopped. The Danish Consumer Ombudsman superintends and reports if necessary to the Police. The latter decides whether the case should be prosecuted. Finally, the courts of justice pass sentence. Within the Danish Consumer Ombudsman administration there is no system of appeal. But the courts of justice offer the possibility of trying the case. It is possible to read about the results on the homepage of the Danish Consumer Ombudsman. Information on the results is also given via newsletters and in some cases press releases. The minimum and maximum amount of time the procedure officially takes is minimally 2 hours, maximally 50 hours.

Regulations of Marketing Alcoholic Beverages, non-statutory:
The Danish Alcohol Policy Network checks for violations of the Regulations the best way possible. Complaints can be made to the Commitee of Enforcement. During a procedure a marketing practice can still be used. The possibility of complaining is made known to the public through Report of the Committee of Enforcement: everybody can state a complaint. However, this possibility is not widely known. Sanctions, where appropriate, are imposed by the Committee of Enforcement: The Committee of Enforcement can publish its criticism. In case of subsequent offense the Committee can decide to make their criticism of the business company in question public. The Committee of Enforcement publishes an annual report. There is no minimum and/or maximum amount of time the procedure officially takes.

Show more detailed information about the alcohol marketing regulations in this country>>

Table 1	Statutory Alcohol marketing regulations in Denmark	Coverage
	Bekendtgørelse om reklame og sponsorering i radio og fjernsyn (Order on advertising and sponsorship on radio and television (Broadcasting act))	TV and radio
	Lov om markedsføring (Law on marketing)	TV, radio, cinema, sponsoring, internet/digital media, outdoor, print, promotional items and product

Table 2 Regulations per medium	Type of statutory restrictions
TV	Youth protection policy (§6, § 13 Order on advertising and sponsorship on radio and television; § 8 Law on Marketing)
TV	Content restrictions (§ 13 Order on advertising and sponsorship on radio and television)
Radio	Youth protection policy (§6, § 13 Order on advertising and sponsorship on radio and television; § 8 Law on Marketing)
Radio	Content restrictions (§ 13 Order on advertising and sponsorship on radio and television)
Outdoor marketing	Youth protection policy (§ 11 Law on Marketing)
Printed media	Youth protection policy (§ 11Law on Marketing)
Cinema	Youth protection policy (§ 11Law on Marketing)
Internet/digital media	Youth protection policy (§ 11 Law on Marketing)
Promotional items	Youth protection policy (§ 11 Law on Marketing)
(Sports) sponsorship	None

Table 3 Labelling information	Description	Legally binding (l) or self-regulation (sr)
Health warnings:	No
Ingredients/nutritional information	No

Table 4 Non-statutory Alcohol marketing regulations in Denmark	Coverage
Regler om markedsføring af alkoholholdige drikkevarer (Regulations of marketing alcoholic beverages)	TV, radio, cinema, sponsoring, internet/digital media, outdoor, print, promotional items, product

The following document contains an in depth overview of alcohol marketing regulations in Denmark: alcohol-marketing-regulations-Denmark.pdf

For even more (but older) information on alcohol marketing regulations in Denmark, please take a look at Denmark’s appendix to the 2007 ELSA (Enforcement of national Laws and Self-regulation on advertising and marketing of Alcohol) report.