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Avoid being cheated by false web shops when you shop online

The Danish e-label council warns of an increase in the number of false web shops run by IT criminals – who are target heavy shopping days such as Black Friday and the upcoming Christmas season

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By Bente D. Knudsen   Pictures:E-mærket/PR

False web shops are a huge problem according to Danish e-label, not only do they lure money out of consumers, but they also undermine the trust in online shopping in Denmark.

On a yearly basis more than 1,000 false web shops from amongst other China targeting Danish online consumers are detected.

A campaign run by a range of public and private institutions is to create awareness amongst online shoppers and help them avoid being hacked but also from buying items from false web shops.

Not only do consumers risk not getting the goods they bought, but often a larger sum than agreed is withdrawn and personal data and information is at risk of being sold to third parties.

It-criminals typically operate by launching a .dk website with a web-shop. However, they often do not take the time to write a thorough About Us/Om os page – or the page is full of Danish spelling mistakes, as the criminals often use simple translation programs.

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This is why the Om Os /About us page is a good way to verify the authenticity of the website and shop. For non Danish speaking expats this can be a challenge of course. Instead, only shopping online on web-sites that have an approved certification can be a good advice.

In Denmark, online consumers should look for the Danish e-label called e-mærket.

The Danish non-profit e-trade label organisation, e-mærket,  was founded in 2000 to ensure safe trading on the internet. If an online shop displays the label it should contain a link taking you to the site of e-mærket.

E-mærket regularly warns consumers about false web shops, or web shops that do not comply with the e-label’s standards and therefore are no longer allowed to use it. They also provide a range of tips to enable consumers to spot false web shops.

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TIPS to be aware of when shopping online


When it is too good to be true; Fashionable brands such as Burberry, Nike, Dior and others are sold at prices far below their standard retail shop – this should warn consumers that something is not all right with the web shop

On-line prices from currency converters do not round off the price; Normally when asking to get the price in Danish kroner web shops will give you rounded up prices – false web shops often display all the decimals i.e. DKK 233,49 instead of DKK 234

Official business information can be difficult to find on the web shop; For instance a lacking cvr number – the Danish business registration number. However, recently even false cvr numbers are used. Consumers can check the cvr number in the registry at cvr.dk to check that the shop is not a fake.

How to check that a web shop is truly a certified e-label shop: When on a web shop displaying the e label – if you click on the picture – it will direct you to the site of the e-label organisation and here you will find the web shop listed as well. If the picture contains no link – then it is not a certified e-label shop.

Find the Danish e-mærket site ( with an English option as well) here

To help cross border online trade, and to avoid confusion due to many national e-trade labels, the e-trade organisation Ecommerce Europe has recently introduced the Eet-label.

The good news for consumers is that web shops already certified by a national e-label automatically are entitled to use the new Eet-label. In Denmark, more than 2,200 web shops are part of the Danish e-mærket certification and they can now all use the Eet-label as well.

A buyer protection guarantee of up to DKK 10,000 is in place when  consumers buys from a Danish e-certified web shop – this was put in place to help create more consumer trust when buying online.

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Labels to look for when shopping online