The Danish Consumer Ombudsman warned on Monday that retailers’ “ja tak” offers on social media can amount to misleading marketing when they do not deliver real savings.
The warning was issued in a press release from Forbrugerombudsmanden, published on August 24, 2026. As DR reports, the release names no specific stores, but the practice is used above all by grocery chains on their social media accounts.
In these campaigns, consumers are asked to comment “ja tak” under a post to secure a particular product at a stated price. According to the Ombudsman, there must be a genuine saving behind such an offer, and that is not always the case.
Consumer Ombudsman Torben Jensen states that price and the prospect of a saving are decisive factors for many shoppers. He notes that “ja tak” offers can push consumers to accept quickly, in the belief that they are saving money. If the same product was available at the same price without responding to the post, that may constitute misleading marketing.
The pork tenderloin example
The press release lists several examples of the practice. One reads: “Danish, 3 pork tenderloins, only 99.95 kroner,” with ordering done by commenting “Ja tak 1 stk.” under the post. In that case, the unnamed supermarket advertised the identical offer in its printed leaflet, valid for several days.
That meant customers could buy the products at the same low price without commenting on social media at all. Jensen states that offers must be transparent and easy for consumers to grasp, and that real savings must be available. He urges companies to advertise “ja tak” offers only when the stated price can be obtained solely by responding to the campaign.
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TV 2 adds legal context to the warning. According to its coverage, the Ombudsman refers to section 5(1) of the Marketing Practices Act, which bans marketing containing incorrect or misleading information. TV 2 also notes that he considers it misleading when marketing suggests a product is available only briefly or on special conditions, while the same offer is in fact widely available.
JydskeVestkysten carries the same Ritzau-based account, confirming that no supermarket chains are identified in the press release. Both outlets describe the focus as grocery retailers running “ja tak” campaigns on social platforms.
Why the warning comes now
The Ombudsman’s own press release explains the timing. Per Forbrugerombudsmanden, the office receives ongoing complaints from consumers who find that advertised “ja tak” offers do not involve a special saving. TV 2 links Monday morning’s release directly to those repeated complaints and to the reminder about businesses’ obligations under the Marketing Practices Act.
The practice sits alongside broader consumer scrutiny of prices in Denmark, which the Ombudsman assesses under the rules on misleading conduct.
