Danish High Court Passes Judgment In Action Against Danish Crown Over The Use Of Environmental Claims About Pork Production

• Published date: 21 March 2024
• Law Firm: Kromann Reumert
• Author: Pia Kirstine Voldmester, Daiga Grunte-Sonne and Stina Toftager Rasmussen

On 1 March 2024, the Danish Western High Court passed judgment in an environmental marketing action, deciding whether Danish Crown's use of environmental claims for marketing purposes was misleading and, as such, in violation of the Danish Marketing Practices Act. The High Court found that the statement 'Climate-controlled pork' on labels did violate the rules of the Marketing Practices Act, whereas the statement 'Danish pork is more climate-friendly than you think' did not. The High Court also held that there were no grounds for prohibiting Danish Crown from using the statement 'Climate-controlled pork' going forward, finding that it would have to be decided on a case-by-case basis.

Background

Danish Crown had used the phrase "Danish pork is more climate-friendly than you think" as part of their marketing of pork and had affixed labels that said "Climate-controlled pork" on meat packaging. The action was brought by the Vegetarian Society of Denmark and the Danish Climate Movement, two...