Check e-mærket: Is the certificate genuine and active?
An e-mærket badge on a shop is only a strong positive signal if the shop actually has an active certificate. A logo can be copied. Shopeye therefore tries to check the certificate with e-mærket instead of only looking for the image on the page.
What does Shopeye check?
Shopeye looks at:
- whether the shop has an active e-mærket certificate
- whether a displayed badge can be verified
- whether the certificate is suspended
- whether the CVR number on the shop matches the certificate
An active and consistent certificate is a strong positive signal. A badge without a valid certificate, a suspended certificate, or a CVR mismatch is a serious warning.
Why is a logo not enough?
Anyone can save an image from the web and put it on a homepage. The same applies to stars, payment logos, and claims such as “verified shop”.
What matters is whether:
- the certificate exists with the organisation that issued it
- it is active
- it applies to the shop you are visiting
- the company behind the certificate is the same as the company on the page
e-mærket has an official directory where consumers can search for certified shops.
What does a valid e-mærket mean?
According to e-mærket, the terms of a certified shop have been reviewed, and consumers have access to guidance and buyer protection under the scheme’s current terms.
That is a strong positive signal, but not a guarantee that every delivery or customer case will go perfectly. Shopeye therefore combines e-mærket with company details, reviews, and return terms.
What is a CVR mismatch?
A CVR mismatch means the CVR number on the shop is not the same as the number on the certificate. That can be a mistake, a company change, or misuse of another company’s mark.
Whatever the reason, you should not rely on the badge until the mismatch is explained and corrected.
How you can check e-mærket yourself
- Click the badge and see whether it leads to a certificate at emaerket.dk.
- Search for the shop in e-mærket’s official directory.
- Check the domain name and CVR on the certificate.
- See whether the certificate is active.
- Be sceptical if the badge is only an image without a verifiable link.
If the shop is not e-mærket certified
Absence of e-mærket does not mean the shop is unsafe or fake. Certification is voluntary, and many real shops do not have it. Shopeye therefore treats the absence as neutral or together with other information — not as automatic proof of risk.
In short
Shopeye checks the certificate behind the logo. Active status and a matching CVR are a strong plus. A fake, suspended, or wrongly attached e-mærket is a serious warning.
Read all the signals Shopeye checks.