Car Dealer Compliance in Denmark

The rules for car adverts in Denmark

7 rules decide what a dealer in Denmark has to show on the car, in adverts and in financing examples. Each one, and what it asks of you:

BEK nr. 655/2012
Executive Order on energy labelling etc. of new passenger cars and vans (Bekendtgørelse om energimærkning m.v. af nye person- og varebiler)
Authority Danish Road Traffic Authority (Færdselsstyrelsen)
Every new petrol, diesel or full-hybrid car on display or offered for sale or lease carries the energimærke in the windscreen or right next to the car, with its price. Brochures, sales lists, press and internet adverts, banners and posters must state the energy class, the fuel consumption and the CO2 emissions; plug-in hybrids, electric and gas cars need no label but still need consumption and CO2 in adverts. The showroom also needs a poster or screen for each make, listing every variant by rising fuel consumption.
BEK nr. 1625/2018
Amending order with the energy label model in annex 4
Authority Danish Road Traffic Authority (Færdselsstyrelsen)
It fixes the label itself: A4, arrows A+++ to G in set CMYK colours, consumption in km per litre according to EU type approval, CO2 in g/km, an economy box with the green owner tax and the fuel costs per year at 20,000 km, the Euro NCAP rating and two sentences that must always be printed. A printout from bilviden.dk counts as a correct label.
Færdselsloven
Road Traffic Act (lovbekendtgørelse nr. 118 af 12. januar 2026), sections 68 f and 68 g
Authority Danish Road Traffic Authority (Færdselsstyrelsen)
This is the legal basis for the energy labelling orders. Færdselsstyrelsen can order a dealer to correct a label or an advert and may inspect the premises; breaking the labelling rules or ignoring an order is punished with a fine.
BEK nr. 1696/2017
Executive Order on price information (prisoplysningsbekendtgørelsen)
Authority Danish Consumer Ombudsman (Forbrugerombudsmanden)
The sales price is the final price including VAT and all other duties, so registration tax is part of the figure. The same rule applies in adverts, and since 1 April 2018 delivery costs belong in the price too. A car on display shows make, model and price, and a used car also its year of first registration.
Markedsføringslovens
Marketing Practices Act, section 18 on advertising consumer credit (lovbekendtgørelse nr. 1420 af 2. december 2024)
Authority Danish Consumer Ombudsman (Forbrugerombudsmanden)
An advert that names an interest rate or any cost figure, a monthly payment included, must give a representative example right next to it: borrowing rate fixed or variable, total credit amount, APR (ÅOP), term, cash price and down payment, total amount payable and the payment. A dealer who arranges finance is a credit intermediary, names the lenders and says whether he works with one lender, several or independently.
Lov nr. 1322/2025
Act transposing the Consumer Credit Directive (EU) 2023/2225, in force 20 November 2026
Authority Danish Consumer Ombudsman (Forbrugerombudsmanden)
From 20 November 2026 every credit advert carries the Danish warning that borrowing money costs money, clearly and prominently. Adverts may no longer suggest that credit improves your finances or stress how fast and easy it is, and cash price and payments may sit behind a click only in special, justified cases.
Lov om forbrugslånsvirksomheder
Act on consumer loan businesses (lovbekendtgørelse nr. 1545 af 4. december 2025), sections 11 a and 11 b
Authority Danish Financial Supervisory Authority (Finanstilsynet)
No consumer credit agreement may carry an APR above 35 percent, and the total costs may not exceed the credit amount. From 20 November 2026 credit intermediaries register with Finanstilsynet, with an exemption for small sellers who only arrange credit alongside their sales.

Car dealer compliance in Denmark comes down to four duties for every new car you sell: the energy label (energimærke) of the Danish Road Traffic Authority at the car, the energy class, fuel consumption in km per litre and CO2 in every advert, a sales price that already includes VAT and registration tax, and a representative example as soon as an advert names a rate. The label rules sit in BEK nr. 655/2012 and its 2018 amendment BEK nr. 1625/2018, the price rule in BEK nr. 1696/2017 and the credit rules in section 18 of the Danish Marketing Practices Act (markedsføringsloven). From 20 November 2026 every credit advert in Denmark also carries the warning “Advarsel! Det koster penge at låne penge”. Vehicle Hub holds these rules as the Danish rule set and fills the values from the car itself, so the label in the windscreen, the car page and the exposé tell the same story. Denmark is one of the markets on our car labelling directive by country overview.

The Danish label is unusual. Classes run from A+++ to G and are measured in kilometres per litre, not in grams of CO2, with one table for petrol and one for diesel. The label also prints the green owner tax (grøn ejerafgift) for a year, the fuel costs at 20,000 km and the authority's quarterly litre price, and the car's Euro NCAP safety rating. Vehicle Hub works most of that out: the owner tax from the CO2 table of the fuel consumption duty act, the fuel costs from the litre price published on bilviden.dk, and the class from the type-approval figure rounded to one decimal. You add the star rating and the type, variant and version from the certificate of conformity. Every mandatory detail also appears on the car's page on your website through the Vehicle Hub widgets. Vehicle Hub applies the rules; it is not legal advice, and your trade association or lawyer answers questions about a specific case.

What the Danish energimærke looks like

The energimærke is an A4 sheet with seven fields: the car with make, model and variant, the arrows from A+++ for low consumption down to G for high consumption, fuel consumption in km per litre according to EU type approval, CO2 in grams per kilometre, the economy box with green owner tax and fuel costs per year, the Euro NCAP rating, and two fixed sentences pointing to bilviden.dk. All text is black on white. It goes in the windscreen or visibly next to the car with its price, and no other sticker may make it confusing.

A+++ 28.4 and more
A++ 20.8-28.3
A+ 16.6-20.7
A 15.0-16.5
B 12.7-14.9
C 11.8-12.6
D 10.3-11.7
E 9.8-10.2
F 8.7-9.7
G under 8.7

Energy classes A+++ to G by fuel consumption in km per litre, petrol table of BEK nr. 1625/2018 annex 4 (diesel has its own table)

Energimærke printed by Vehicle Hub for a new petrol Toyota Yaris Cross: class A+, 17.9 km per litre, 127 g/km CO2, owner tax and fuel costs per year, five Euro NCAP stars

Mandatory details in Denmark

Energy class A+++ to G (petrol, diesel and full hybrids)
Fuel consumption in km per litre, one decimal, from the WLTP figure
CO2 emissions in g/km
Weighted consumption and CO2 for plug-in hybrids, without a class
Green owner tax per year
Fuel costs per year at 20,000 km and the authority's litre price
Euro NCAP stars or Ikke afprøvet where the car has no rating
The two fixed sentences pointing to bilviden.dk
Poster per make with Benzin and Diesel groups, by rising fuel consumption
Sales price including VAT, registration tax and delivery
Representative example with ÅOP, lender and intermediary sentence, plus the borrowing warning from 20 November 2026
Manufacturer and EU responsible person with a safety line

What you get

The energimærke from your own data
Vehicle Hub prints the A4 label for new petrol, diesel and full-hybrid cars with class arrow, km per litre, CO2, owner tax, fuel costs and Euro NCAP stars. Without the stars or the CoC variant it prints nothing rather than a half-filled label.
Owner tax and fuel costs worked out
The green owner tax comes from the CO2 table of the fuel consumption duty act, the yearly fuel costs from 20,000 km and the quarterly litre price of Færdselsstyrelsen. You no longer look either up for each car.
The poster per make, sorted the Danish way
For each make in your showroom Vehicle Hub prints the poster with Benzin and Diesel groups, the most economical variant on top and the two required sentences word for word.
Danish advert lines on your website
Every car page shows Energiklasse, Brændstofforbrug (WLTP) in km/l and CO2-udslip (WLTP), and for plug-in hybrids the weighted values. The exposé carries the same line.
Prices with registration tax included
You enter the price including moms and registreringsafgift, and that one figure appears on the price sign, the car page and the exposé, with the net amount next to it.
Financing examples that follow section 18
Once KIMISUITE has released financing for Denmark, the Loan Calculator shows the representative example under the rate, with ÅOP to one decimal, the lender and your intermediary sentence. Rates above 35 percent ÅOP are refused.

Print one Danish label and compare it

Set your branch to Denmark, add a new petrol car with its WLTP figure, Euro NCAP stars and CoC variant, and print the energimærke. Hold it next to the printout from bilviden.dk: the class, the owner tax and the fuel costs should match.

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How to get started

Set the branch's main market to Denmark
In your KIMISUITE workspace, open Vehicle Hub and choose Denmark as the main market of the branch. The Danish rule set decides which cars count as new, which need a label and what every advert must show.
Bring in your stock
Import your cars from mobile.de, your dealer system or a CSV or XML feed, or add them with the creation assistant. A car that was never registered in Denmark or abroad counts as new; a car that already has a registration counts as used.
Check the values Denmark asks for
Look over the energy tab: WLTP consumption and CO2, the Euro NCAP rating from bilviden.dk and the CoC type, variant and version. The class appears while you type, and Vehicle Hub flags what a complete label still lacks.
Print the label and poster, publish the car
Print the energimærke for the windscreen and the poster for each make, then publish the car on your website. The price sign, the car page and the exposé all carry the same price and energy line.

Pricing

The Danish rule set, the energimærke, the poster per make, the exposé and the Loan Calculator are part of Vehicle Hub, which starts at a fixed monthly price (see pricing) per dealership workspace. There is no charge per printed label, and everyone in the dealership works in the same workspace for that one price.

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Is it the right fit?

A good fit if

Authorised brand dealers (autoriserede forhandlere) who sell new petrol, diesel and hybrid cars from a showroom
Independent and used-car dealers (brugtbilsforhandlere) who also take in never-registered imports and need a label for them
Dealers who copy energy values from bilviden.dk into their adverts by hand today
Dealers who arrange car loans and want the representative example and the 2026 warning handled car by car

Not the right fit if

Dealers who want Vehicle Hub to publish to Bilbasen or DBA; it imports stock, it does not post listings there
Van dealers who need the label with the van supplement tax; for vans the bilviden.dk printout remains the way
Dealers who want registration tax calculated; Vehicle Hub uses the final price you enter
Anyone looking for legal advice on a specific case

Frequently asked questions

What does car dealer compliance in Denmark involve for a new car?

An energimærke at the car, the energy class, km per litre and CO2 in every advert, a price that includes VAT and registration tax, and a representative example whenever you advertise a rate. Vehicle Hub covers each of these from the car's own data.

Which cars need the Danish energy label?

New petrol, diesel and full-hybrid passenger cars on display or offered for sale or lease. New means never registered in Denmark or abroad, so a pre-registered car that already has plates does not need one. Plug-in hybrids, electric and gas cars are exempt from the label but not from the advert details.

Why does the Danish label use km per litre?

Because BEK nr. 1625/2018 sets the classes by fuel consumption, with separate tables for petrol and diesel. Vehicle Hub converts the stored WLTP figure to km per litre, rounds it to one decimal and only then places the car in a class.

Can I keep printing labels on bilviden.dk?

Yes. A printout from bilviden.dk counts as a correct label, and for vans it remains the route, because the van label adds a supplement tax Vehicle Hub does not compute. For cars, Vehicle Hub prints the same label from data you already keep.

Does the advertised price have to include registration tax?

Yes. Under BEK nr. 1696/2017 the sales price is the final price with VAT and every other duty, registration tax and delivery included. Enter that figure once and Vehicle Hub shows it everywhere the car appears.

What changes for Danish financing adverts on 20 November 2026?

Every credit advert must carry the warning that borrowing money costs money, and some sales claims about credit are no longer allowed. Vehicle Hub switches the warning on by itself at midnight Copenhagen time and keeps the representative example directly under the rate, never behind a click.

Who supervises personal data from car enquiries in Denmark?

The Danish Data Protection Agency, Datatilsynet, under the GDPR and the Danish Data Protection Act. Enquiries from your website arrive by e-mail and in CRM Business Hub with the car named, so you answer them from one customer record.

Does Vehicle Hub publish my cars to Bilbasen?

No. Dealers advertise on Bilbasen and DBA today, and Vehicle Hub does not post listings there. It imports from mobile.de, several dealer systems and CSV or XML feeds, and puts your stock on your own website.