Challenges and requirements

New forms of marketing have evolved, as a result of the growing use of electronic marketing and social media. Businesses increasingly wish to emphasise the "green" and ethically correct attributes of their products and therefore, require advice and sparring as to what is permissible in this regard. We experience an increase in the employment of comparative advertising, as well as in the number of product infringements and breach of business identifiers.

Our clients require, in particular, advice concerning areas which are regulated by extensive and complex legislation. This is the case, not just as regards pharmaceuticals, foods, animal feed, and chemicals in consumer products, but also as regards those areas which have become liberalised, e.g. discount vouchers and competitions where participation is dependent upon the consumer having first purchased a product.

How we can help

We have substantial experience in advising on all aspects of marketing law. One of our key goals is the delivery of value added advice to our clients, including in relation to the prevention of disputes. We also, however, conduct many cases before the ordinary courts, boards and public authorities, e.g. the Danish Consumer Ombudsman, the Danish Medicines Agency, the Danish Gambling Authority etc. In addition, we advise on Danish, European and global compliance issues.