Energi+'s electricity ads skipped the monthly fee that lived in the fine print

Energi+, a Danish electricity retailer formerly known as Grow Energy, marketed three products — Strøm+, Strøm+39 and Strøm+ Fastpris — with prices on its front page and campaign pages. One recurring cost never appeared next to them: a monthly 'certification and service contribution' of DKK 33.34. It surfaced only in the delivery terms and in a fee overview emailed after sign-up.

The Consumer Ombudsman took up the case in May 2025. Energi+ then added the fee to its sign-up page — but at the bottom, in a terms-and-conditions checkbox, still not beside the price information. That was not enough: under the Marketing Practices Act the price including all surcharges is material information, and hiding or omitting it is misleading. On 18 February 2026 the Ombudsman reported Energi+ to the police.

For Energi+ it was a repeat: in 2024 the company was fined DKK 850,000 for illegal telephone sales and misleading marketing, and its director personally fined DKK 200,000. The Ombudsman's position is blunt — consumers choosing between electricity products must see every fee up front, or their decision rests on the wrong price.