Denmark's national travel card system Rejsekort may have used misleading marketing in its campaign to move customers to a new app. The Consumer Ombudsman is investigating complaints that the company omitted a key fact: a new physical card will launch in 2026. This potential consumer rights violation strikes at the heart of public trust in a system used by millions for daily commutes across Danish society.
At least eight citizens have filed formal complaints with the Consumer Ombudsman. Their grievance centers on a nationwide campaign stating the physical Rejsekort will close in May 2024. Customers are urged to download the new Rejsekort app instead. The campaign materials failed to mention that a replacement physical card, called the Basiskort, is scheduled for launch in early 2026. This omission could influence consumer decisions in a way that violates Danish marketing law.
The Core of the Consumer Complaint
The Consumer Ombudsman's preliminary view suggests the marketing may be problematic. In a hearing letter to Rejsekort & Rejseplan A/S, the agency outlined the legal standard. "If the misleading information is likely to cause the consumer to make a decision they otherwise would not have made, the business can be fined," the letter stated. This investigation was initiated just before Christmas, following the citizen complaints and subsequent media inquiry.
For many Danes, especially older residents or those less comfortable with smartphones, the physical card is a lifeline. It represents autonomy and simple access to the country's extensive public transport network. The prospect of its permanent disappearance could pressure these groups into adopting digital solutions prematurely. The knowledge that a physical option will return in 2026 would fundamentally alter that decision-making process.
A Question of Transparency and Trust
Rejsekort is not a optional service but a fundamental piece of Danish infrastructure. It integrates trains, buses, and metros across regions and municipalities. When such a dominant player communicates with the public, the expectation for clarity is exceptionally high. The company's marketing campaign, by highlighting only the digital transition, created a narrative of finality. This narrative now appears incomplete, raising questions about corporate transparency.
Consumer advocates argue this case is about more than a travel card. It touches on the ethical responsibility of near-monopoly service providers. "The welfare model relies on citizens trusting the systems that govern daily life," says Lars Jørgensen, a Copenhagen-based social policy analyst. "When a state-mandated system like Rejsekort communicates, people assume it's with full transparency. Any erosion of that trust has social consequences beyond transport."
The company Rejsekort & Rejseplan A/S manages both the physical card and the associated app and journey planner. Its decisions directly impact accessibility. For integration efforts, clear communication about public services is crucial. New residents and tourists navigating Denmark's social policy landscape depend on accurate information to participate fully in society.
The Legal and Social Policy Implications
The Consumer Ombudsman's investigation will determine if the omission was legally "misleading." Danish marketing law (Markedsføringsloven) is strict, designed to protect consumers from incomplete information that shapes economic behavior. A key test is whether the average consumer would have acted differently with full knowledge. If the Ombudsman finds a violation, the company could face a significant fine.
This situation also intersects with Denmark's digitalization policies. The government pushes for digital solutions across the welfare system, from healthcare to transport. This push must balance efficiency with inclusion. A forced or rushed digital migration, prompted by incomplete information, can exclude vulnerable groups. It contradicts the Danish principle of universal access to core services.
"The social contract in Denmark includes reliable access," notes Anna Berg, a researcher in public administration at Roskilde University. "Policies promoting digitalization must be implemented with careful attention to communication. Leaving out information about a physical alternative for two years isn't just a marketing issue. It's a social policy issue that affects equality of access."
The Road Ahead for Commuters and the Company
Rejsekort & Rejseplan A/S now has the opportunity to respond to the Consumer Ombudsman's inquiries. The company could adjust its campaign materials to clearly state the future arrival of the Basiskort. Such a move would likely resolve the immediate legal concern and provide much-needed clarity to the public.
For now, commuters are left in a state of uncertainty. Those who prefer physical cards might feel pressured to switch to the app, unaware that their preferred method will return. Others may delay any action, confused by conflicting messages. This confusion undermines the very efficiency the new system aims to create.
The case highlights a modern challenge in Danish society: managing technological transition without leaving citizens behind. It serves as a reminder that how a change is communicated is as important as the change itself. Trust, once diminished, is difficult to rebuild, especially for a service embedded in the daily rhythm of Danish life.
As the investigation continues, the outcome will set a precedent. It will signal how strictly Denmark enforces transparency rules for essential service providers. The final decision will resonate beyond train stations and bus stops, speaking to the values of honesty and inclusion within the Danish welfare model. The question remains: in the drive for a digital future, are we forgetting to bring everyone along for the ride?