After a four-year investigation, Denmark's Consumer Ombudsman has ruled that Anmeld-Håndværker.dk, a contractor review site, breached the Marketing Act by using the word "guarantee" in its promotional materials without offering any formal guarantee.
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The decision follows a 2021 complaint by SME Denmark, which argued that the use of the phrase "Smiley Håndværk – Your Guarantee" misled consumers. SME Denmark's Chief Legal Officer, Jeppe Rosenmejer, stated that misleading claims create "unequal competition" and erode consumer trust. He also criticised the lengthy case timeline as "unacceptably long", stressing the need for timely intervention in market fairness issues.
Anmeld-Håndværker.dk is operated by bygogbolig.dk ApS, led by CEO Peter Birkelund. Birkelund denied any intent to deceive, explaining that the word "guarantee" referred to a verification system ensuring that customer reviews were genuine. However, he acknowledged that branding, such as stickers used by award-winning craftsmen, may have created public misunderstanding.
The Consumer Ombudsman concluded that the use of "guarantee" was misleading and ordered the platform to stop using the term. This includes modifications to the text and design of promotional items, such as the popular Craftsman of the Year statuettes.
SME Denmark urged all companies using the affected materials—on vehicles, websites or advertisements—to remove or cover them. The organisation also said Anmeld-Håndværker.dk bears responsibility for helping businesses implement the changes.
Birkelund confirmed that steps are already underway. 'We have informed widely about it, and we have offered to send new stickers to the companies that have the old ones,' he said. He added that the term "guarantee" has now been replaced with "authenticity promise", which he claimed aligns more accurately with the company's practices.
The case sets a precedent for transparency and clarity in advertising, reinforcing the importance of accuracy in claims directed at consumers.
Source: www.wood-supply.dk