Consumer Ombudsman reports Rejsekort company to police for misleading marketing

Denmark's Consumer Ombudsman has filed a police report against Rejsekort & Rejseplan, the company operating the national travel card system. The Ombudsman alleges the company misled customers during its campaign to phase out the physical Rejsekort in favor of a mobile app.

Specifically, the company's marketing efforts, which included videos at ticket machines and train stations, promoted the app as the future alternative. However, the Ombudsman contends that the campaign failed to clearly communicate that a non-digital option would continue to be available. This omission, according to the Consumer Ombudsman Torben Jensen, prevented consumers from making informed decisions.

"The marketing campaign from Rejsekort & Rejseplan is, in our assessment, a clear example of misleading consumers," Jensen stated. "Information was provided, but other essential information was omitted."

The Ombudsman highlighted that the campaign was extensive and that public transport is not a service people can easily opt out of. This, coupled with over 35 consumer complaints alleging they felt misled, led to the police report. Rejsekort & Rejseplan has reportedly informed the Consumer Ombudsman that they do not believe their marketing was misleading.

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The marketing campaign from Rejsekort & Rejseplan is, in our assessment, a clear example of misleading consumers. Information was provided, but other essential information was omitted.