Compliance guides
Messaging Compliance in Denmark
SMS, WhatsApp, voice and RCS rules for businesses messaging customers in Denmark.
Overview
Section 10 of the Danish Marketing Practices Act requires prior consent for marketing by SMS, email and automated calls, with a limited exception for existing customers; the Consumer Ombudsman enforces it and Datatilsynet supervises the GDPR.
Datatilsynet enforces the GDPR in Denmark, and cookie consent must be informed and freely given.
Danish is the search language, with English widely understood in B2B; Google is dominant.
In Europe, WhatsApp marketing is treated like other electronic marketing: you need a lawful basis, usually consent, and you must be transparent about how contact data is used under GDPR or UK GDPR.
European countries regulate marketing calls through national laws and do-not-call or objection registers, and automated (recorded) marketing calls generally require prior consent.
Advertising Rules
The Consumer Ombudsman's guidance requires clear labelling of advertising, including influencer and social media posts.
Guides by Channel
SMS in Denmark
Section 10 of the Danish Marketing Practices Act requires prior consent for marketing by SMS, email and automated calls, with a limited exception for existing customers; the Consumer Ombudsman enforces it and Datatilsynet supervises the GDPR..
Read the guide →WhatsApp in Denmark
WhatsApp Business API campaigns to customers in Denmark need opt-in consent under the Marketing Practices Act and the GDPR, in addition to Meta's business and commerce policies..
Read the guide →Voice Call in Denmark
Unsolicited telephone marketing to consumers is generally prohibited, with narrow exceptions, and businesses must respect the Robinson list of people who refuse direct marketing..
Read the guide →RCS in Denmark
RCS business messaging availability in Denmark depends on operator and device support, so we confirm coverage before planning campaigns and keep SMS as a fallback; the same consent rules that apply to SMS apply to RCS..
Read the guide →Digital Habits and Channels in Denmark
Denmark is highly digital: MobilePay is used by most Danes for payments between people and in shops, and MitID is the national digital identity. SMS is used for appointment reminders and authentication, and Messenger is widely used for chat.
Danes expect informal, trustworthy communication and dislike aggressive sales tactics. The Danish Marketing Practices Act requires prior consent for electronic marketing. Christmas lunches (julefrokost), Black Friday and the summer holiday in July shape demand.
Denmark's economy includes world-leading companies such as Novo Nordisk (pharmaceuticals), Maersk (shipping), Vestas and Ørsted (wind energy), Carlsberg and LEGO, along with a strong design and food sector. VAT is 25% on almost everything, and the currency is the Danish krone. Section 10 of the Danish Marketing Practices Act bans unsolicited electronic marketing such as SMS and email without prior consent, and the Consumer Ombudsman enforces it actively. Payments run on MobilePay and the Dankort debit card, and logins use MitID.
Regulators, Registers and Practical Rules in Denmark
Denmark's Marketing Practices Act bans unsolicited electronic marketing without prior consent, the Danish Data Protection Agency (Datatilsynet) enforces the GDPR, and the Robinson list held by the CPR register lets people refuse direct marketing. TDC, Telenor, Telia and 3 are the operators. MobilePay is the dominant mobile payment.
Operators and aggregators expect sender names to identify the business clearly. The Danish Consumer Ombudsman actively enforces the spam rules and has published guidance on consent for SMS marketing. Messages should be in Danish, although English is widely understood.
Use Danish sender names.
General guidance, not legal advice. Check current rules with the regulator or a local adviser before launch.
Practical Details
Country code +45; time zone Europe/Copenhagen; currency Danish krone (DKK). Usual working week: Monday to Friday.
Cities we cover in Denmark
General information, not legal advice, as of October 2026.
Compliance in Denmark: FAQs
Which messaging channels need registration in Denmark?
It depends on the channel. Sender IDs for SMS often need registration with operators or the regulator, WhatsApp requires a verified business account and approved templates, and RCS needs brand verification. Each channel guide explains the details.
Does data protection law apply to messaging in Denmark?
Datatilsynet enforces the GDPR in Denmark, and cookie consent must be informed and freely given.
Is this legal advice?
No. These guides are general information. For significant campaigns, take advice from a local lawyer.
Plan Compliant Campaigns in Denmark
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