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.
Buried the DKK 33.34/month fee in terms and a checkbox, not beside the price, earning a second police report and a DKK 850k fine.
The DKK 33.34 monthly fee was never shown beside the advertised prices — only in delivery terms and a post-sign-up email.
Even after the Ombudsman intervened, the fee sat in a checkbox at the bottom of the sign-up page, still not beside the price.
Repeat offence: Energi+ had already been fined DKK 850,000 in 2024 for misleading marketing.
The total price is the ad: Energi+ hid a monthly fee in its terms, then buried it in a checkbox, earning a second police report on top of a DKK 850k fine.
The police report of 18 February 2026 concerned misleading price information under the Marketing Practices Act; the criminal outcome is for the courts. Energi+'s 2024 case had ended in a DKK 850,000 fine for the company and DKK 200,000 for its director.
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