The Royal Family of Denmark has formally responded positively to claims brought by the Danish Climate Change Movement and the Danish Vegetarian Association in a lawsuit regarding the use of certain marketing expressions. The company previously found that its use of the terms “climate-controlled pigs” and “Danish pigs are climate-friendly than you think” did not comply with marketing law requirements. I admit it. As a result, the Danish Royal Family has agreed to discontinue the use of these statements in all future marketing activities.
The Danish Royal Family recognizes the need to adhere to legal boundaries, even as it emphasizes the importance of communicating climate action to differentiate itself in the market. The process at the Western High Court prompted introspection and fostered valuable discussion about sustainability communication standards in the business world.
Since withdrawing from the campaign in 2021, the Danish king has pledged to refrain from using the disputed expressions, regardless of the court's decision. Going forward, the company aims to shift its focus to a production model with less climate impact. The Royal Family of Denmark will continue to communicate on climate action and ensure consistency with the guidelines clarified as a result of the litigation.
To navigate complex legal processes, the Danish Royal Family is looking ahead with a determination to implement environmentally responsible practices and communicate them effectively within the law.
