Several well-known Danes appear in promotional videos for EuroEyes, but legal experts say the ads break Danish marketing laws that restrict how health services can be promoted online.
Celebrity Endorsements Under Fire
Promotional videos posted on Instagram featuring Danish celebrities praising their eye surgeries at EuroEyes have sparked legal controversy. The stars, including retired football icon Michael Laudrup, actor Gordon Kennedy, and TV chef Henrik Boserup, share how pleased they are to no longer rely on glasses after undergoing treatment.
However, three legal experts told DR that these advertisements likely violate Danish law. Under current regulations, companies are not allowed to market health services in videos on social media platforms. Advertising of this kind is only permitted on a company’s own website. These rules exist to protect consumers from misleading or overly positive messages about medical procedures.
Legal Experts See Clear Violations
Legal specialists, including a marketing law attorney and a senior advisor from the Danish consumer protection organization Forbrugerrådet Tænk, reviewed more than 20 EuroEyes videos. All agreed that the material involved breaches of Danish advertising law.
The experts stressed that promoting health services through “living images” such as video content on social platforms is forbidden, even if the intention is to inform rather than directly sell. The imagery and emotional tone can easily influence viewers, which is why lawmakers have drawn a strict line between factual information and marketing.
The video clips posted by EuroEyes are part of a larger trend. In recent weeks, Danish media outlets have revealed more than 170 similar cases where beauty clinics, weight-loss centers, and private hospitals have broken marketing laws regarding medical treatments.
For consumers considering laser vision surgery or similar procedures, it is worth learning how the Danish system regulates such care. You can read more about whether Danish healthcare maintains the high standards it claims.
Company Response and Removal of Videos
EuroEyes, founded in Denmark by Jørn Sloth Jørgensen, has expanded internationally with clinics in Denmark, Germany, the UK, and China. The company did not agree to an interview but sent a written statement to DR saying it takes the advertising rules seriously.
After receiving inquiries about the videos, EuroEyes said it conducted a full legal review and acknowledged that several videos could fall under the ban on using moving images for marketing medical services outside its own website. The company stated that all related videos have now been removed from social media and other external platforms, including YouTube.
EuroEyes added that it continually seeks legal guidance and has now adjusted its practice to ensure complete compliance with the law. The company also noted that the celebrities involved have been informed about the inquiry and removal process.
Criticism From Eye Health Advocates
While EuroEyes maintains that it follows the rules, Denmark’s national eye health association has voiced strong criticism of the way such advertisements present surgery. According to the organization, the videos create the impression of a simple, risk-free procedure and portray the experience as a “celebratory moment.”
Medical experts say the use of well-known personalities gives the impression that surgery is an easy and glamorous solution. In reality, eye operations always carry some level of risk. Even though laser and lens procedures are common in Denmark, they still involve invasive steps, such as replacing the natural lens of the eye. Advocates argue that such risks should be mentioned whenever a clinic communicates about surgical options.
Given how respected figures like Michael Laudrup are recognized across Denmark, their presence in the videos can be seen as an implied endorsement. Regulators worry this can blur the line between commercial promotion and personal testimony, which is exactly why restrictions on video marketing exist.
For those exploring treatment options abroad or comparing providers, resources like private hospitals in Denmark may offer valuable insights before choosing a clinic.
Growing Focus on Ethical Health Advertising
Denmark’s health marketing laws are among the most restrictive in Europe. They aim to prevent emotional or celebrity-driven campaigns from glossing over surgical risks. Enforcement has become a growing priority as social media increasingly blurs the lines between lifestyle content and medical advertising.
With EuroEyes now removing its posts and promising stricter oversight, the case has reignited public debate about transparency in health communications. It also highlights the importance of ensuring consumers receive balanced, fact-based information when considering medical procedures of any kind.
Sources and References
The Danish Dream: Is Danish Healthcare Really Worth the Hype?
The Danish Dream: Best Private Hospitals in Denmark for Foreigners
DR: Flere kendte medvirker: Dansk virksomhed bryder loven i reklamer for øjenoperation
