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.


The following points must be included on your campaign;

  • Price / Tariff:
    • 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) - This 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 to 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
  • Clearly explain what exactly the consumer is about to purchase.
  • The same service name must be used across all communication to the customer, for example; marketing material and all messages sent to the consumer. 
  • How to opt out and cancel the service. The word STOP must be displayed in capitals.
  • Customer care details; email, phone number.
  • The name of the service provider.
  • 14 day right of withdrawal:
    • Yes - DK: Læs mere om fortrydelsesret på
    • Yes - EN: Yes – Read more about the Right of Withdrawal on
    • No - The customer must actively waive the right of withdrawal
  • State that the fee will be added to the user’s phone bill or deducted from their pre-paid credit.
  • Full Terms and Conditions link to be visible and accessible.
  • Subscription campaigns must clearly state that the service is a subscription. The information must be eye-catching and clearly noticeable to the consumer.
  • There must be a natural link between the service presented to the end user and the services that the consumer can access during a subscription period (eg. an IQ test or a trivia question cannot lead to a subscription for ringtones or similar).
  • Consumers cannot start a subscription based on having filled out a questionnaire or completing a test.
  • All promotional material, messages and content must be displayed in the local, Danish language.

Please note that all services require approval from the regulator; 4T, our Compliance team will work with you to help you gain approval. 4T will not accept any services that claim to offer discounts or voucher codes. 

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" 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, for example:

  • 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. In all advertisements, on landing pages and any messages sent to consumers, the following must be included: 

  • DK: Læs mere om fortrydelsesret på
  • EN: Read more about Right of Withdrawal on

A receipt must be sent to the consumer, which contains:

  • the main features of the goods or service,
  • the total price and charge per billing period,
  • the terms: time limit and procedures for exercising the right of withdrawal (line displayed above)
  • the standard model withdrawal form
  • if relevant: information about any minimum contract period.

If no information or inadequate information is provided, the End User’s right of withdrawal is extended by up to 12 months.


There are several different marketing methods available in Denmark, however you must ensure that you do not mis-lead consumers, advertise a service using an unrelated banner or state that something is free, when that is not the case. You will need to provide our Compliance Team with information on your marketing plans, along with copies of any and all banners that you intend to use.

If you plan to use the customer's details to market to them in the future, you must gain permission from the user and ensure that you provide them with a clear and simple method to opt-out. 

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. For example: MVH: MessageCloud.

If a free trial is used: Please note, the service provider MUST be able to document that the customer has tested the content. 

  • DK: Du har nu gratis prøvet SERVICE NAVN i yy dage. Hvis du ønsker forsat at gøre brug af tjenesten, så koster dette zz kr pr. uge/måned, som opkræves via mobilregningen. Tryk her for bestilling ( MVH Indholdsudbyder navn, mail, tlf.
  • EN: You have now tried the SERVICE NAME for free for yy days. If you want to continue to use the service, then the cost is zz kr per. week / month, which is charged via the mobile bill. Press here to order ( Yours Content Provider name, email, tel. 

Double Opt-in PSMS: You need to include all of the regulatory text below which will exceed 160 characters, therefore this will need to be sent via two text messages, you will need to think about where you will do the split for the two messages, for example, split the message prior to the right to waiver information:

  • DK: Du bestiller nu et fortløbende abonnement på {SERVICE NAVN} til XX kr. pr. {modtaget {SMS/ringetone/spil….}/uge/måned}.  Du har 14 dages fortrydelsesret, læs mere om Fortrydelsesret på Svar {KEYWORD} JA for at bekræfte bestillingen. Udbyder: {NAME AND ADDRESS}. Tlf. XXXXXXX}
  • EN: You are ordering a continuous subscription for {SERVICE NAME} for XX kr per {received {SMS/ringtone/game….} week/month}. You have a 14-day cooling-off period, read more about right to withdraw on Reply [KEYWORD] to confirm the order. Provider: {NAME AND ADDRESS} Tel. XXXXXXX}

Double Opt-in PIN: This message is used for a subscription service when a PIN is used. You need to include all of the regulatory text  below which will also exceed 160 characters, therefore this message will need to be sent via two text messages, you will need to think about where you will do the split for the two messages:

  • DK: Du bestiller nu et fortløbende abonnement på [SERVICE NAVN] til XX kr. pr. [modtaget [SMS/ringetone/spil….]/uge/måned]. Du har 14 dages fortrydelsesret, læs mere om Fortrydelsesret på Indtast [PIN] på hjemmesiden for at bekræfte bestillingen.  Udbyder: [NAME AND ADDRESS}. Tlf {XXXXXXX}
  • EN: You are ordering a continuous subscription for [SERVICE NAME] for DKK XX per [received [SMS/ringtone/game….]/week/month]. You have a 14-day right of withdrawal, read more about right to withdraw on Enter [PIN] on the web site to confirm the order. Provider:[NAME AND ADDRESS}. Tel {XXXXXXX}

First Welcome Receipt: This is sent after the user first signs up to the service

  • DK: Kvittering: Du har købt et fortløbende abonnement på {SERVICE NAME} til XX KR. pr. uge. Du har 14 dages fortrydelsesret, læs mere om din fortrydelsesret på Opsig abonnementet ved at besvare denne SMS med STOP. Udbyder: {Content provider name}, Tlf.{XXXXXXX}
  • EN: Receipt: You have purchased a continuous subscription on {SERVICE NAME} for XX KR per week.You have a 14-day right of cancellation, read more about your right of cancellation on Cancel your subscription by answering this SMS with STOP. Provider: MVH {Content provider name}, Tel {XXXXXXX}.

Ongoing Receipt: Receipt confirmation SMS for a later Premium Rate during the Continuous Subscription. This confirmation message should be sent out as a free receipt EACH time the end user is charged for a subscription service.

  • DK: Kvittering: Du er takseret {TARIFF} kr. for dit {SERVICE NAME} abonnement. Opsig: STOP til {SHORTCODE}. Udbyder:{PROVIDER NAME}.Tlf {XXXXXXXX}
  • EN: Confirmation: You have been charged DKK XX for your continuous {SERVICE NAME} subscription. To unsubscribe, send STOP to {SHORTCODE}. Provider: {NAME}. Tel {XXXXXXX}

(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).


  • Billed message: {Service name} Content link. Provider {NAME AND ADDRESS}. Tel {XXXXXXX}

Reminder: This must be sent out 24 hours prior to the billing message:

  • DK: Du har et abonnement på {SERVICE NAVN} til {zz KR}. pr. uge/måned. Abonnementet opkræves i morgen. Ønsker du at opsige abonnement så besvar denne SMS med STOP. MVH {Indholdsudbyder navn, mail, tlf}”
  • EN: You have a subscription to {SERVICE NAME} costing {zz KR}. pr. week / month. The subscription will be charged tomorrow. If you want to cancel this subscription, reply to this SMS with STOP. Your {Content Provider name, email, tel}

Stop: Confirmation of the termination of the subscription is required.

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

A standard subscription message flow would look like this;

  1. Pin message
  2. First welcome receipt 
  3. First billed message

Then the ongoing subscription

  1. Weekly reminder (24 hours prior to billing message)
  2. Weekly billed
  3. Weekly receipt
  4. Stop Confirmation if the consumer opts out.

Customer care / Refund Policy

All service providers must have a detailed customer care process and refund policy in place. You need to ensure that a process is in place for consumers to gain help should they require it, along with a refund policy for those that require one or are eligible for a refund.

This will be discussed in detail, to ensure that our customer care team can resolve any queries that are received from the networks or regulator. 

The content provider must provide the following information as a part of customer complaint:

  • Link to the service landing page used by the customer.
  • Documentation of time of entry of mobile number.
  • Documentation of time of entry of PIN code used.
  • Which IP address the customer used at the time of registration.
  • Which mobile phone type the customer used at the time of sign on.

Ongoing Monitoring

You must ensure that you are regularly completing the appropriate Due Diligence and Risk Control checks (DDRC) on your services, ensuring that everything is compliant and regulations are being followed.

  • Breaches found by 4T will be documented and sent to you
  • For each complaint that we forward to you, 4T will charge you. These charges will be shared with you at the end of the month by the Finance team. 

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