# Danish Crown Loses Case on Climate-Friendly Marketing
Danish Crown, the largest pork producer in Denmark, has lost its legal battle against vegetarians and climate advocates regarding its marketing practices. The Danish Supreme Court has issued a ruling prohibiting the company from using phrases such as “Danish pork is more climate-friendly than you think” and “climate-controlled pork” for the next five years.
The case was initiated by the Climate Movement in Denmark (Klimabevægelsen i Danmark) and the Danish Vegetarian Association (Dansk Vegetarisk Forening), who accused Danish Crown of violating marketing laws with these claims.
In an earlier ruling from the Vestre Landsret (Western High Court), Danish Crown was partially cleared of wrongdoing. The court found that the term “climate-controlled pork” was misleading, but opted not to prohibit its use. However, in April, Danish Crown chose to accept all demands from the plaintiffs, resulting in the Supreme Court’s decision.
The ruling requires Danish Crown to acknowledge its violation of marketing laws regarding the aforementioned terms. Additionally, the company has been ordered to pay 54,000 Danish kroner (approximately 7,700 USD) in legal costs to the Danish Vegetarian Association and the Climate Movement in Denmark.
Frederik Roland Sandby, head of the secretariat at the Climate Movement in Denmark, stated in a press release from the Danish Vegetarian Association: “It means a lot to us that Danish Crown is not allowed to continue promoting the hugely climate-damaging production of pork as ‘climate-friendly’ and thereby mislead consumers.”
The Climate Movement hopes that this ruling will prompt reflection among other businesses regarding their marketing practices.