Campaign Guidance - Denmark

Denmark Guidance & Regulations

Please ensure that you review the Denmark Rammeaftalen Framework Agreement, so that you are familiar with the regulatory requirements in Denmark.

Price

  • Clearly displayed in a legible format and font.
  • The end user must be informed about the correct price before being asked to give up or enter any form of information. On a web page this means the price must be shown above any “Type your phone number here” field.
  • + Trafiktakst (+usage charge) - The designation is only a requirement in advertising if the consumer in connection with the purchase of a service must use mobile data traffic to gain access to the service, e.g. if they are required download or upload something. An example of how this should be displayed is:

DK: Abonnements tjeneste XX DKK / uge + Trafiktakst

EN: subscription service XX DKK / week + Traffic fee


Right of Withdrawal

Information about the right of withdrawal must be provided prior to each purchase. When it comes to informing consumers about their Right of Withdrawal (cooling off period), there are two options on how this can be displayed and how consumers can be informed.

1st Option

The law states that if the end user should waiver his/her right to have 14 days right to regret a purchase, this must be done as an active decision. Therefore, merchants who would like the end user to waiver his/her right must do this via a "tick-of" or "check" box.

Text suggestion for the web page regarding waiving the right to withdraw:

  • DK: "Ved at sætte kryds i boksen, accepterer du at varen leveres omgående og du fraskriver dig retten til at fortryde dette køb."
  • EN: "By ticking of the box, you accept that the service is delivered immediately and you waive the right to regret this purchase."

Example text suggestion for receipt on any one-time service purchase where the end user has waived the right to withdraw:

  • DK: Kvittering: Du har købt SERVICENAME til XX kr. Adgangskoden er: CODE. Beløbet opkræves på din telefonregning. Du har fraskrevet dig fortrydelsesret. Kundeservice: *********. MVH COMPANYNAME.
  • EN: Receipt: You have purchased SERVICENAME for DKK XX. The password is: CODE. The amount is charged on your phone bill. You have waived your right of withdrawal. Customer service: *********. MVH COMPANYNAME."

2nd Option

If the merchant chooses that the end user shall maintain his/her right to withdraw from the purchase, information about this right must be given prior to the sale (within the marketing on the landing page) as well as in the subsequent receipt to the end user:

  • DK: "Du har 14 dages fortrydelsesret"
  • EN: (You have 14 days of cancellation right)

The merchant should also advise the end user on how to make use of the right to withdraw. This could be a link within the receipt leading to a description and/or a form that needs to be filled out by the end user regarding the transaction they would like to get refunded.


Message Flow

MVH: Is short for the Danish version of "Best regards". This can be used to confirm the service provider in the regulatory messages. E.g. MVH: MessageCloud.

Double Opt-in: To include all of the required regulatory text,  this will exceed 160 characters, therefore it will need to be sent via 2 text messages:

Du bestiller nu et fortløbende abonnement på [SERVICE NAVN] til XX kr. pr. [modtaget [SMS/ringetone/spil….]/dag/uge/14. dag/måned]. (You are ordering a continuous subscription for [SERVICE NAME] for DKK XX per [received [SMS/ringtone/game….]/day/week/fortnight/month].) Du har 14 dages fortrydelsesret (You have a 14-day cooling-off period). Svar [KEYWORD] JA for at bekræfte bestillingen. (Reply [KEYWORD] YES to confirm the order.) Udbyder: (Provider:) [NAME AND ADDRESS]. Tlf. (Tel.) [12345678]. Opsig abonnement: Send [KEYWORD] STOP til [ZZZZ]. (To unsubscribe, send [KEYWORD] STOP to [ZZZZ].)

  • For example:  Du bestiller nu et fortløbende abonnement på {SERVICE NAME} til {TARIFF} kr. pr. Uge {BILLING PERIOD}. Du har 14 dages fortrydelsesret. Svar {KEYWORD} for at bekræfte bestillingen. Udbyder: {PROVIDER NAME AND ADDRESS}. Tlf {12345678}. Opsig abonnement: Send STOP til {SHORTCODE}.

SMS when a Continuous Subscription is ordered via a web site, if a PIN is required:

Du bestiller nu et fortløbende abonnement på [SERVICE NAVN] til XX kr. pr. [modtaget [SMS/ringetone/spil….]/dag/uge/14. dag/måned]. (You are ordering a continuous subscription for [SERVICE NAME] for DKK XX per [received [SMS/ringtone/game….]/day/week/fortnight/month].) Du har 14 dages fortrydelsesret (You have a 14-day right of withdrawal). Indtast [PIN] på hjemmesiden for at bekræfte bestillingen. (Enter [PIN] on the web site to confirm the order.) Udbyder: (Provider:) [NAME AND ADDRESS]. Tlf. (Tel.) [12345678]. Opsig abonnement: Send [KEYWORD] STOP til [ZZZZ]. (To unsubscribe, send [KEYWORD] STOP to [ZZZZ])

  • For example:Du bestiller nu et fortløbende abonnement på {SERVICE NAME} til {TARIFF} kr. pr. uge. Indtast <PIN> på hjemmesiden for at bekræfte bestillingen. Du har 14 dages fortrydelsesret. Opsig abonnement: Send STOP til {SHORTCODE}. Udbyder: {Provider:} {NAME AND ADDRESS}

Welcome: This regulatory message will exceed 160 characters, so will need to be sent over 2 text messages:

Kvittering: Du har bestilt et fortløbende abonnement på [SERVICE NAVN] til XX kr. Pr. [modtaget [SMS/ringetone/spil….]/dag/uge/14. Dag/måned]. (Confirmation: You have ordered a continuous subscription for [SERVICE NAME] for DKK XX per [received [SMS/ringtone/game….] /day/week/fortnight/month].) Du har 14 dages fortrydelsesret, læs mere: www.xyz.dk. (You have a 14-day right of withdrawal, go to www.xyz.dk to find out more). Opsig abonnement: Send [KEYWORD] STOP til [ZZZZ]. (To unsubscribe, send [KEYWORD] STOP to [ZZZZ].) Udbyder: (Provider [NAME AND ADDRESS]. Tlf. (Tel.) [12345678] is only necessary if a usage charge can be applied to the subscription. Otherwise it can be omitted.

  • For example: Kvittering: Du har bestilt et fortløbende abonnement på {SERVICE NAME} til til {TARIFF} kr. Pr. Uge. Du har 14 dages fortrydelsesret, læs mere: {Termination link} Opsig abonnement: Send STOP til {SHORT CODE}. Udbyder: {NAME & ADDRESS} Tlf. {1234567}

Reminder / Confirmation SMS for a later Premium Rate during the Continuous Subscription:

This confirmation SMS should be sent out as a receipt whenever the end user has been charged for a subscription service.

Kvittering: Du er takseret XX kr. for dit [SERVICE NAVN] abonnement. (Confirmation: You have been charged DKK XX for your continuous [SERVICE NAME] subscription.) Opsig abonnement: Send [KEYWORD] STOP til [ZZZZ]. (To unsubscribe, send [KEYWORD] STOP to [ZZZZ].) Udbyder: (Provider:) [NAME]. Tlf. (Tel.) [12345678].

(Possibly a link to web site if a PIN is used. Services in which the content is delivered in the actual SMS may be delivered at the end of the confirmation SMS or in a separate SMS later on).

  • For example: Kvittering: Du er takseret {TARIFF} kr. for dit {SERVICE NAME} abonnement. Opsig: STOP til {SHORTCODE}. Udbyder:{PROVIDER NAME}.Tlf.{1234567}
  • {Possibly a link to web site if a PIN is used. Services in which the content is delivered in the actual SMS may either be delivered at the end of the confirmation SMS or in a separate SMS}.

Stop: Confirmation of the termination of the Continuous Subscription is required.

Kvittering: Dit abonnement på [SERVICE NAVN] er hermed stoppet. (Confirmation: This terminates your subscription to [SERVICE NAME]). Udbyder: (Provider:) [NAME AND ADDRESS]. Tlf. (Tel.) [XXXXXXX].

Question? Speak with our Compliance Team for any advice for this or any other market.