It must be clear to readers what constitutes advertising and what constitutes editorial content. Advertisements must therefore be clearly distinguishable from the editorial layout, both on the portal and in the newsletter, so that readers are not misled into believing that an advertisement is an article written by the editorial team.

As a general rule, advertisers are asked to use a different font from ours. On the website, the word “Advertisement” automatically appears directly above the banner. For advertising in the newsletter, however, the word “Advertisement” should be clearly displayed at the top of the advert if it is not immediately obvious that the content is an advertisement, in order to comply with applicable legislation. If we consider an advertisement to be too similar in appearance to editorial content, we will ask the advertiser to change the font and/or add the company logo so that it is clear that the content is an advertisement. This is to comply with the rules laid down by the Danish Consumer Ombudsman (Forbrugerombudsmanden). Furthermore, advertisers may only promote their own company and products, meaning that misleading or disparaging references to competitors are not permitted. These requirements are intended to ensure compliance with the Danish Marketing Practices Act.