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🇩🇰 Denmark /Economy & Trade

Apuls accepts 425,000-kroner fine for misleading marketing

From Berlingske · () Danish

Translated from Danish and summarized by DistantNews. Read the original for the full story.

At a glance

Press release Official statement Outcome reported
  • Apuls ApS accepted a 425,000-kroner fine for misleading marketing and violating price-labeling rules.
  • Denmark’s consumer ombudsman reported the company after monitoring showed that 10 discounted products had remained on offer for several months.
  • The watchdog said Apuls continued using misleading before-and-now prices after receiving an earlier warning.

Danish fitness-equipment seller Apuls ApS has accepted a 425,000-kroner fine for misleading marketing and breaching price-labeling rules.

The company was reported to police in March by Denmark’s Consumer Ombudsman after the watchdog found that 10 products had been marketed as discounted offers for several months. The ombudsman said it had previously informed Apuls about the rules after receiving two consumer complaints in 2023 concerning the company’s before-and-now prices.

We have by now had quite a number of cases in which a company makes an offer look better than it really is

· Torben JensenDenmark’s Consumer Ombudsman described the broader pattern behind the enforcement action.

Despite that warning, Apuls continued the marketing practice, prompting the police report. Consumer Ombudsman Torben Jensen said authorities had handled numerous cases in which companies made an offer appear better than it really was.

“We are paying attention when companies use these tactics, and we have a good price-monitoring tool that can expose them,” Jensen said. He added that continuing the behavior after a company had been informed of the rules was particularly serious.

We pay attention when companies use these tactics, and we have a good price-monitoring tool that can expose them

· Torben JensenJensen explained how the watchdog detects misleading pricing practices.
About this summary

Originally published by Berlingske in Danish. Translated, summarized, and contextualized automatically by DistantNews, with a note on how the source frames the story. Not individually reviewed before publishing. How this works.

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