Wolt pushed '25% off' to 45,000 users — a cap made 16% the real number, Denmark says

Between 20 August and 24 October 2025, delivery platform Wolt sent push notifications to about 45,000 consumers in Denmark — users who had just made their first or second grocery order. The message: 'Save money on your next grocery order! Snack hungry? We've got your back! Get 25% on your next order!' Fine print followed: selected stores only, minimum order DKK 189, valid for a few weeks — and 'Discount capped at DKK 30.'

The cap swallowed the headline. On the DKK 189 minimum spend required to qualify at all, DKK 30 works out to roughly 15.9% — the advertised 25% was mathematically unattainable under the offer's own conditions. A consumer who received the notification complained, and the Ombudsman agreed: Consumer Ombudsman Torben Jensen said that when a company markets a 25 percent discount, consumers must actually be able to obtain it, and that Wolt had pushed app users to order groceries without receiving what was promised.

On 18 March 2026 the Ombudsman reported Wolt Danmark ApS to the police for misleading marketing under sections 5, 6 and 8 of the Marketing Practices Act — misleading conduct is punishable under section 37(3) when it is likely to make the average consumer take a transaction they otherwise would not have taken.