International Advertising Clearance - May 2004 - GALA

A: This is not permitted.
Q: What is your country’s law on the use of other people’s products in advertising without the
product owner’s permission? For instance, if a mustard company used a very recognizable
automobile as part of its advertisement, would the automobile company have a right of action
against the mustard company for false affiliation or false endorsement?
A: Yes No
No decisions have been rendered – but if the advertisement is using the good will of the
other company it may be actionable under the Danish Marketing Practices Act art. 1.
Q: Are there any restrictions or regulations with respect to price advertising?
A: Yes – the price advertised must be including taxes and VAT. There are rules for
using the word FREE and DISCOUNTED etc.
Q: Are there any laws, restrictions or regulations which are particular to the culture of your
country which affect advertising, e.g. Swedish gender equality law?
A: Yes No
Not really – the Danish marketing practices Act includes a number of specific bans on
advertising, but they are not culturally related.
Q: Are there any cultural norms that should be considered when preparing advertising to be
disseminated in your country (e.g. a strong religious or ethnic presence that might affect the
appropriateness of certain creative material or advertising messages)?
A: Ethnic issues are considered very important.
Q: Is there any other general advice or cautions you would give to advertisers operating in your
country?
A: Seek advice before entering the country – especially when considering
promotions conditioned on purchase of goods.