---
title: "Insurance and sales calls in Denmark | Robinsontjek"
description: "Insurance is exempt from Denmark's ban on cold calls, but not from the Robinson list. What it means for insurers, brokers and the call centres that call for them."
url: https://robinsontjek.dk/en/guides/insurance-telemarketing-denmark
---

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# Insurance and sales calls in Denmark

Insurance is exempt from Denmark's ban on cold calls, but not from the Robinson list. What it means for insurers, brokers and the call centres that call for them.

Published 14 October 2026 · 4 min read

Photo: [Tierra Mallorca](https://unsplash.com/@tierramallorca) / [Unsplash](https://unsplash.com/photos/white-and-red-wooden-house-miniature-on-brown-table-rgJ1J8SDEAY)

**On this page **

1. The exception
2. The exception to the exception
3. Keep the call on insurance
4. First call: tell them they can say no
5. Where it typically goes wrong
6. What a robust process looks like
7. Letters
8. Questions and answers
9. In short

**Short answer **

Calls about arranging insurance are exempt from Denmark's ban on cold calls to consumers, so insurers may call without prior consent. But never people on the Robinson list, or people who have told you they don't want calls, unless they asked you to call.

Calls about arranging insurance are exempt from Denmark's ban on cold calls to consumers, so insurers may call without prior consent. But never people on the Robinson list, or people who have told you they don't want calls from you, unless they asked you to call.

## The exception

Section 4(1) of the Consumer Contracts Act bans sales calls to consumers without a prior request. Section 4(2) exempts four kinds of call, and one is calls about "arranging insurance contracts" ([retsinformation.dk](https://www.retsinformation.dk/eli/lta/2025/1184)).

That is why the phone is still an everyday sales channel for insurance in Denmark, while it is almost closed for electricity, telecom and alarms. See [Calling Danish consumers: the rules in 2026](https://robinsontjek.dk/en/guides/calling-danish-consumers-rules-2026) for the other three exceptions.

## The exception to the exception

Section 10(4) of the Marketing Practices Act bans approaching a person for direct marketing if the person is on the Robinson list, has told you they don't want it, or if you can see from a lookup in the CPR register that they have opted out ([retsinformation.dk](https://www.retsinformation.dk/eli/lta/2024/1420)).

The Consumer Ombudsman puts it briefly: if a consumer is on the Robinson list, it is always unlawful to call them, even if the call would otherwise be allowed ([Consumer Ombudsman](https://forbrugerombudsmanden.dk/alle-emner/uanmodede-henvendelser/telefonsalg)).

The way around it is a prior request: the person asked you to call (section 10(5)).

## Keep the call on insurance

The exception covers calls about insurance. The Ombudsman says that a call that also sells or promotes other products becomes unlawful. If you are part of a financial group, note that an insurance call that drifts into an offer of loans, pensions or banking products is no longer covered by the exception.

Insurance distribution is also subject to sector rules from the financial regulator, which this guide does not cover.

## First call: tell them they can say no

The first time you call a person, you must clearly tell them they can opt out of marketing from you, and opting out must always be easy and free ([Marketing Practices Act s. 10(6)](https://www.retsinformation.dk/eli/lta/2024/1420)). If the person says no, they go on your internal suppression list, and the list must be run against every new call list.

## Where it typically goes wrong

**The list is old.** Insurance call lists are often used for months: campaigns to owners of a certain car, new home owners, customers with one policy. The Robinson list changes every quarter. A list checked in February is not necessarily clean in June.

**The list goes through a call centre.** If you use external call centres and nobody has agreed who checks the list, it can end with nobody doing it.

**Existing customers.** Being a customer is not consent to be called. If a customer is on the Robinson list, you may only call to sell if the customer asked you to.

**Suppression lists aren't shared.** A customer says no to your salesperson, but the call centre never hears about it.

## What a robust process looks like

1. The call list is built in the CRM.
2. It is checked against the latest Robinson list and your own suppression list right before it's used.
3. Only rows below the level you go by move on to the dialer, in-house or at the call centre.
4. A check receipt with date and list edition is saved.
5. When a new Robinson list comes out, active lists are checked again.

Robinsontjek can take care of steps 2, 4 and 5. We connect to your CRM or dialer so it happens by itself. If you send the list to a call centre, it can pass through us on the way, so both you and the call centre hold a [check receipt](https://robinsontjek.dk/en/guides/check-receipt).

## Letters

If you send offers with a name and address to people who aren't customers, the Robinson list applies there too. See [Addressed mail to Danes and the Robinson list](https://robinsontjek.dk/en/guides/addressed-mail-to-danes).

## Questions and answers

### Does the exception apply to agents and brokers?

The exception is about what the call concerns: arranging insurance contracts. The Robinson list and your suppression list apply whoever calls.

### May we call a customer who has cancelled a policy?

About insurance, yes, unless the customer is on the Robinson list or has told you they don't want calls from you. If the customer has said no thanks to further calls, that goes on your suppression list.

### May we send a text message after the call?

A text message with an offer is electronic marketing and generally needs prior consent. A text confirming an agreement the customer has made is not marketing.

## In short

- Insurance is exempt from the ban on cold calls.
- The Robinson list and your own suppression list still apply.
- The call must stay on the insurance.
- Check the list right before use, and again every quarter.

See [Robinson list checks for insurers](https://robinsontjek.dk/en/industries/insurance), or write to us and we'll set the check up.

## Sources

1. [Danish Consumer Contracts Act s. 4(2) (Danish)](https://www.retsinformation.dk/eli/lta/2025/1184)
2. [Danish Marketing Practices Act s. 10(4)-(6) (Danish)](https://www.retsinformation.dk/eli/lta/2024/1420)
3. [Danish Consumer Ombudsman: Telefonsalg (Danish)](https://forbrugerombudsmanden.dk/alle-emner/uanmodede-henvendelser/telefonsalg)
4. [Danish Consumer Ombudsman: Overview of the rules on telephone sales (Danish)](https://forbrugerombudsmanden.dk/publikationer/retningslinjer-og-vejledninger/vejledninger-longreads/oversigt-over-reglerne-for-telefonsalg)

## Keep reading

[All guides](https://robinsontjek.dk/en/guides)

Sales calls 15 October 2026

### B2B sales calls in Denmark: what you may and may not do

Sales calls to Danish businesses are lawful without consent, except to sole traders on the Robinson list. The rules on CVR protection, email and mail.

Sales calls 15 October 2026

### Can you call people on the Robinson list? The answer in one table

No, not to sell, unless the person asked you to call. One table shows what applies to your product, with and without consent.

For companies outside Denmark 15 October 2026

### What does it cost to check the Robinson list?

Three ways to check your lists against the Danish Robinson list and what they cost: buy the list from CPR, pay per list, or an annual plan.

## Let us set it up for you

Tell us where your lists come from. We make sure every list is checked against the Danish Robinson list before it's used.

[Write to us](https://robinsontjek.dk/en/contact) [See how it works](https://robinsontjek.dk/en/list-check#demo)