What rules apply when marketing goods to consumers
All businesses that market products to consumers must ensure that their marketing complies with the provisions of the Marketing Control Act.
The main provisions of the Marketing Control Act
The rules concerning marketing directed at consumers are found in the Marketing Control Act. Some of the key provisions include:
Good marketing practice: Marketing must not conflict with good marketing practice and should consider consumers' interests.
Prohibition of unfair commercial practices: Commercial practices that are unfair to consumers are prohibited.
Regulation on Unfair Commercial Practices (in Norwegian only)
Prohibition of misleading marketing: It is prohibited to use misleading marketing that can influence consumers' economic behavior.
Examples include:
- Providing incorrect information about a product's characteristics.
- Comparing prices in a way that gives a false impression of savings.
- Failing to inform about important terms of purchase, such as additional costs for shipping or fees.
- Advertising time-limited offers that are continually extended, creating a false sense of urgency.
Prohibition of aggressive marketing: Marketing that involves harassment, coercion, physical force, or undue influence is prohibited.
Protection of children: There are specific rules for marketing to children, including a ban on direct purchase appeals
Unreasonable contract terms: It is prohibited to use unreasonable contract terms in standard agreements with consumers.
Requirements for price information: Price information must be clear and include all costs.
Prohibition of hidden advertising: All advertising must clearly appear as advertising.
Prohibition of misleading price comparisons: Price comparisons must be accurate and not misleading.
Documentation requirements: Claims in marketing must be substantiated.
Requirements for environmental claims: Environmental claims in marketing must be precise, accurate, and substantiated.
Requirements for information about financing: Information about financing must be clear and transparent. If it includes deferred payment, it may qualify as a credit agreement, subject to the strict requirements of the Financial Agreements Act on marketing and contract terms.
For certain types of goods, marketing is prohibited.
The Consumer Authority (CA) supervises and enforces the Marketing Control Act.
Detailed information about the rules can be found in the Consumer Authority's guidelines.
The Consumer Authority - Marketing guidelines for traders and businesses (in Norwegian only)
The Marketing Control Act (in Norwegian only)
