Reaching the Consumer in Denmark

Overview by

Marketing Opportunities

Growing Sectors
The turnover on advertising and communication in Denmark increased to a record high DKK4.4 billion in 2005 and this trend is expected to continue.
Consumers Associations
FBR , The Danish Consumer Council
ECC , The European Consumer Centre in Denmark

Media in Which to Advertise

Television is the largest medium. Television commercials, however, are more restricted. Under Danish rules, they cannot interrupt a program and may be shown only in assigned blocks between programs. More information on

Main Televisions
DANSK TV 1 - Danish Broadcasting Corp.
Sjonvarp Foroya
Printed media advertising is widely used. The national newspapers Berlingske Tidende and Politiken are strong in Copenhagen and Jyllandsposten in Jutland. The two free/add sponsored newspapers Urban and MetroExpress are very popular.
The direct marketing type which has most piqued consumer curiosity are combination mail-order catalogs and TV-Shop sales.
DR1 and TV2 are the two national TV channels where only TV2 run commercials. Radio advertising is popular in Denmark.
New Technologies (E-Marketing, SMS, etc.)
A new survey by IAB Europe (Interactive Advertising Bureau), the first of its kind, ranks Denmark 2nd out of 13 European countries in terms of internet advertising revenue generated per internet user in 2006, ahead of Germany and France.
Main Advertising Agencies
Association of Danish Advertising Agencies

Main Principles of Advertising Regulations

Until 2003 there was a legal ban on alcohol advertising on Danish TV and radio channels but this was rescinded. The self-regulatory code governing content was agreed in 2000 and follows the normal guidelines advertisements must not be directed at minors, suggest that alcohol is good for health or improves mental or physical capacities. The code also prevents alcohol being associated with sport, alcohol sponsorship of sport and sports grounds not being allowed, nor advertising in sports magazines.
Tobacco advertising is prohibited according to the Directive on tobacco advertising in the European Union.
Advertising medicines is regulated by the European Union Directive 2001/83/EC and the Public Health Code . It is prohibited for products only available on prescription.
Other Rules
Consult the Buyusa Doing business guide in Denmark.
Use of Foreign Languages in Advertisement

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