You Can Always Choose Your Electricity Supplier

Edward Walgwe

July 16, 2026
8:32 am

Over 32,500 Danish electricity customers on Zealand and Lolland-Falster are being moved to new suppliers after grid companies cancelled contracts with four electricity retailers. But here’s what matters: you always have the right to choose your own power company.

The moves are underway because two grid operators, Radius and Cerius, terminated agreements with electricity retailers Velkommen, Nettopower, Power Fuel and Vedvarende. As reported by Energi Fyn, affected customers will be automatically assigned to a new supplier. Your power stays on. But the automatic placement is not binding.

Christian Drejer, commercial director at Energi Fyn and for Gasel, is blunt about it. You can freely choose another electricity company if you want. It’s actually quite easy to switch suppliers, and it’s important to know that you’re still in control.

This is not the first mass migration. Energinet has moved tens of thousands of customers in recent years when suppliers lost access to DataHub or went bankrupt. Four companies tied to the Velkommen group have collapsed or been reported to police. The pattern is troubling: aggressive sales, opaque contracts, and customers left holding the bag.

The Wild West Era May Be Ending

Denmark’s electricity retail market has been fully liberalised since 2016. You’ve had the right to pick your supplier since 2003. That freedom is real, but it’s also been a playground for fast buck operators. Some new entrants are here to make quick money, not build long-term customer relationships.

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The government and industry are now pushing back. A political agreement and new regulations introduced nine initiatives to filter out unserious players. These include a deposit of around one million kroner to access DataHub, mandatory recording of all sales calls, and MitID verification for new contracts.

Companies that mislead customers can now be locked out of DataHub for up to three months. That’s a death sentence in this business. No DataHub access, no customers.

EU Reforms Add More Choice

At the same time, Denmark is implementing EU electricity market reforms. You’ll soon be able to have multiple electricity contracts on the same meter. One deal for your heat pump, another for your electric car. The market is also moving to 15-minute pricing intervals, which means more volatility but also more opportunities to save if you can shift consumption.

The electricity tax was slashed to the EU minimum of roughly 0.8 øre per kWh from January 2026. That cut lasts through 2027 and saves an average household about 3,600 kroner a year. With the tax nearly gone, a bigger share of your bill now depends on the supplier’s price and terms.

I’ve watched this market evolve for years. The freedom to switch suppliers is valuable, but only if you actually use it. Too many expats and Danes alike just accept whatever contract lands in their inbox. That’s a mistake, especially now.

What You Should Actually Do

Use the mass transfer as a prompt to review your contract. Can you understand the price structure? Do you know how you’re billed? If the answer is no, find a different supplier. Gasel and other transparent operators built their brands on simple pricing: spot price plus a small markup, no subscription fees, no hidden charges.

Check the official comparison portal elpris.dk. Read the contract summary. Avoid suppliers with a history of complaints or unclear terms. The new regulations require companies to publish accurate pricing information, but enforcing that takes time.

The revised electricity supply regulations from January 2025 tightened disclosure rules. Suppliers must now keep their websites and elpris.dk entries up to date. But some still game the system with introductory offers or complex variable pricing that’s hard to compare.

Freedom With Guardrails

The message from Energi Fyn is correct: you’re not stuck with the automatic placement. The broader lesson is that Denmark’s electricity market is finally getting the guardrails it should have had from the start. The one million kroner deposit and MitID requirements will push out the worst actors. But they won’t eliminate all risk.

You still need to do your homework. Serious suppliers welcome the new rules because they level the playing field. The cowboy outfits that relied on aggressive phone sales and vague contracts will struggle.

For expats, this is a reminder that Danish consumer markets often expect you to be an active, informed participant. The safety net exists, but it’s not automatic. You have the right to choose your electricity supplier. Use it wisely.