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Denmark Marketing Act Sender Rules (Markedsføringsloven, Datatilsynet)

Denmark (DK) is an enabled Orbit destination for voice and SMS, dialing prefix 45. Danish marketing traffic sits under the Markedsføringsloven (the Marketing Practices Act, consolidated act no. 426 of 3 May 2017, as amended), which carries the country’s opt-in rule for electronic direct marketing to individuals. The personal-data side of every send rides the GDPR and the Databeskyttelsesloven under Datatilsynet (the Danish Data Protection Agency); marketing-practice enforcement sits with the Forbrugerombudsmanden (the Danish Consumer Ombudsman). This page expands the DK row of the country-requirements matrix so you can assemble the posture before your first Danish send. Denmark is a tenant-owned burden. Orbit keeps the country-rules reference and the send-time surfaces; the legal posture for your Danish recipients is yours.
This page is documentation, not legal advice. The Marketing Practices Act’s direct-marketing provisions are enforced against the sender, and the Forbrugerombudsmanden publishes enforcement guidance that moves over time. Have counsel review your consent practice for Danish recipients; Orbit supplies the surfaces.

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Accepted sender types and registration level

Denmark has never operated a statutory alphanumeric sender-ID registry. The Danish market accepts alphanumeric senders at the operator level, and the operative layer is carrier deliverability rather than law: an unregistered alphanumeric sender can be relabeled in transit, so register the sender identity where stable branding matters and treat that as posture, not statute. Expect the live DK country-rules row to read registration: none:
Registration levels change at the regulator and the operators; always read the live registration field rather than this snapshot. Where a row ever reads recommended or required, file the sender through Sender-ID Registration.

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Opt-in and opt-out posture

Electronic direct marketing to Danish individuals requires prior consent; record it before dispatch and honor revocations on every channel. The consent record, the suppression ledger, and the stop vocabulary are the three surfaces the Danish posture lives on:

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Quiet hours

Denmark sets no statutory marketing quiet-hours window for SMS; the recipient’s consent and your own sending policy carry the clock. Orbit’s tenant quiet-hours channel toggles default OFF, per Quiet Hours FAQ; for Danish campaigns, opt in a recipient-local window over Europe/Copenhagen and apply an evening cutoff consistent with your consent basis. The toggle is tenant-owned and fails open until you set it, matching the platform posture that every compliance control except the US federal voice window is yours to configure.

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Number purchase

Denmark is not a member of the platform’s regulated phone_number_purchase set (DE, GB, FR, BR, MX, IN, JP, FI, NL, SE), so a Danish number order does not wait on an approved compliance profile. The marketing posture above still applies to the traffic you originate from the number: the purchase gate and the sending posture are separate obligations, and the lighter purchase path does not soften the opt-in rule.

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Worked configuration before your first Danish send

1

Record consent with an sms scope

Capture prior consent for each Danish recipient in Consent Management before the first send; store the source and timestamp so the record is producible.
2

Add the Danish stop vocabulary

Confirm STOP is active and add AFMELD as a Danish alias in the opt-out rules editor so Danish-language replies suppress immediately.
3

Set the quiet-hours window

Opt in the tenant quiet-hours toggle for the SMS and voice channels and set a Europe/Copenhagen evening window per Quiet Hours FAQ.
4

Read the live row and send

Re-read GET /api/v1/compliance/country-rules?country=DK for the current registration and sender_types values, then send. A revocation received on any channel lands in the suppression ledger and blocks the next send to that recipient.