SMS marketing in Denmark: consent, opt-out and good habits
When you may send marketing by SMS in Denmark and how to handle opt-outs.
SMS is one of the most direct channels you have — which is why the rules are clear. Section 10 of the Danish Marketing Practices Act requires the recipient's prior consent to marketing by SMS.
What counts as consent?
- An active step: a checkbox that is not pre-ticked, or an SMS with a keyword.
- It must be clear who is sending and what the customer agrees to.
- Keep a record of when and how consent was given.
Service messages are different
An appointment reminder, an order confirmation or a code is not marketing. Do not mix offers into them.
Opting out must be easy
Every marketing message must say who it is from and how to opt out. When someone replies STOP or AFMELD, JaSMS records it automatically and skips the number in your later sends.
Good habits
- Send during the day and not too often.
- Use your company name as the sender.
- Collect sign-ups with a keyword on a short code — the consent is then documented.
This page is a short guide, not legal advice; read the act itself if in doubt.
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