Norway's Consumer Council received thousands of inquiries about companies last year, with a familiar duo still topping the list but a dietary supplement firm showing explosive growth in complaints. While inquiries about electronics retailers Elkjøp and Power declined slightly, complaints about Norwegian Lab skyrocketed by over 70 percent in 2025, placing it second overall. The shift highlights a growing battle over subscription traps and marketing practices in the country's health supplement sector.
The Complaint Leaders
The Consumer Council's annual data shows a mixed picture for Norway's most-complained-about businesses. Elkjøp remained at the top with 1,250 inquiries, a drop of 6.5 percent from the previous year. Power followed with 573 inquiries, down 5.9 percent. In stark contrast, Norwegian Lab saw inquiries jump to 587, a more than 70 percent increase from 2024. This surge propelled the relatively unknown company to second place on the overall list, a position traditionally held by larger retail chains. The council defines 'inquiries' as contacts from consumers seeking guidance or reporting issues, which can range from simple questions to formal complaints.
The Nature of the Grievances
A significant portion of the complaints against Norwegian Lab involve allegations of misleading marketing, unclear pricing, and consumers becoming trapped in unwanted subscriptions. Mette Fossum, director of the Consumer Council, described the practices as directly hostile to consumers. 'We receive inquiries from consumers who experience that information about price, subscription, and the right of withdrawal is insufficient or difficult to understand,' Fossum said. She outlined a common pattern where consumers believe they are signing up for a free trial package of supplements or beauty products, only to receive repeated shipments and invoices. Some consumers reported feeling pressured into agreeing during phone calls, even after saying no multiple times, and claimed they were denied access to recordings of the conversations when requested.
A Clash of Perspectives
The company at the center of the storm firmly rejects the criticism. Karsten Kjoss, director of Norwegian Lab, stated that the company follows all regulations and has many satisfied customers. He defended the firm's practices in response to the Consumer Council's findings. This defense stands in direct opposition to the experience described by the consumers contacting the council. Fossum argues that the cases are typical for Norwegian Lab and demonstrate how unreliable actors in the health supplement industry exploit consumer trust. 'We see that many consumers are lured into subscriptions through competitions and special offers that appear to be free, but in reality bind them to expensive agreements,' she explained.
The Regulatory Shortfall
A core issue raised by the Consumer Council is the perceived inadequacy of current consumer protection tools. Fossum believes the existing regulatory framework gives unethical operators too much room to maneuver. She called for stronger sanctions to be made available to the Consumer Authority as a frontline tool, not just as a last resort. 'To get a grip on subscription traps in the health supplement industry, the Consumer Authority must have access to financial sanctions as a real first-line tool,' Fossum stated. Her argument suggests that the threat of meaningful fines could act as a more significant deterrent than the current system allows. This push for sharper regulatory teeth comes amid a national conversation about consumer rights in the digital age, where online sales and recurring payments have become commonplace.
Consumer Vulnerability in Modern Commerce
The rise of Norwegian Lab in the complaint rankings points to a broader vulnerability. The model of 'free trials' that convert into costly subscriptions is not unique, but its application in the health and wellness sector carries particular weight. Consumers seeking health improvements may be more susceptible to persuasive marketing promises. The distance inherent in online and phone sales can also create an information gap. When combined with aggressive sales tactics and complex terms, this gap leads directly to the Consumer Council's inbox. The data indicates that while problems with large, established retailers persist, they are being managed and are slowly declining. The emerging challenge is from niche sectors employing sophisticated, and according to regulators, often misleading, digital marketing and sales techniques.
The Path Forward for Norwegian Consumers
The response from authorities to the Consumer Council's call for stronger sanctions will be a key test. It will determine whether the regulatory environment can adapt quickly enough to counter emerging business models that test the boundaries of consumer law. For now, the data serves as a clear warning. Consumers are advised to exercise extreme caution with online offers for free trials, particularly in the health sector, and to scrutinize the terms and conditions related to subscriptions and automatic renewals. The story of Norwegian Lab's ascent on the complaint list is ultimately a story about trust, regulation, and the constant evolution of the marketplace. As one sector's complaints decrease, another's can surge, requiring vigilant consumers and agile regulators to maintain a fair commercial environment in Norway.