On 27 February 2013, the Ministry of Health published a new executive order on advertisement etc. of pharmaceuticals. According to the new executive order, suppliers of pharmaceuticals may lawfully grant discounts justified by costs based on cost reductions by way of discounts granted to the supplier by a services company assisting the supplier with the distribution of pharmaceuticals (e.g. the pharmaceutical company's transport company). It is still a requirement that the discount from the services company must be based on a cost reduction due to the recipient's purchasing behaviour, and that the discount is proportionate to the cost reduction.
For more information, please see the Executive Order, which will come into force on 1 March 2013, on Retsinformation. (Please note that the Executive Order is in Danish).