No. 21 of 33, comparison portal
Samlino.dk (el)
CPartner-driven, 10 of 24 points
One of Denmark’s best-known comparison brands shows 11 electricity retailers and lets partnership be a factor in the default “Anbefalet” (“Recommended”) order. “Complete comparison of the electricity market” does not hold up.
11 of 54 retailers shown with a price
Who can be listed
Partners only, in practice: all those shown have a button
Who is behind it
SAMLINO.DK ApS
Portaltjek is published by the electricity retailer Osmund, which pays no comparison site and benefits when sites show the whole market. The analysis was carried out with AI, following a public method.
What you should know
Calls itself “uafhængig” (“independent”) in the footer, while its own guidelines say that partnership agreements affect the display (hence 0 points for advertising labelling).
“Complete comparison” and “16 providers” against 11 observed.
The text is “prepared with help from AI” (disclosed), which is fine, but the price data has no visible update date.
Who is behind it?
SAMLINO.DK ApS, CVR 36198273, København K (founded 2014). Part of CompareEuropeGroup Limited (England) according to its own terms; Samlino Group has sister portals in Finland, Portugal, Greece and Belgium.
People: Kim Jeppesen (electricity expert, approves the electricity page)
Sister sites: Samlino portals in FI/PT/GR/BE
How does the site make money?
Commission/lead payments from partners. “Samlino is free because we receive commission from the companies we work with.” Partnership is a factor in the “Anbefalet” (“Recommended”) order.
Does a retailer have to pay to be listed?
Yes in practice: 11 companies are shown (Øst, 2 Nov): 8 partners with a “Vælg” (“Choose”) button, 3 (NRGi, Go'energi, Ungstrøm) labelled “Ikke anvendelig” (“Not applicable”) without a link.
The site does not show Osmund. This earns no points.
What does the site say itself?
“Sammenlign elpriser fra 16 udbydere” (“Compare electricity prices from 16 providers”) / “Få en komplet sammenligning af elmarkedet med ét klik” (“Get a complete comparison of the electricity market with one click”)
What we saw
Ranking: The default “Anbefalet” (“Recommended”) order weights partnership (disclosed at the bottom). “Månedens tilbud!” (“Offer of the month!”) on partner products is not labelled as paid.
Price basis: Monthly estimate including “fixed costs”: basis unclear; Øst/Vest only.
Updates: “Expert verified 20 Oct 2026”; the menu still lists Nettopower and Velkommen (bankruptcy/sale 2026).
Method on the site: “Sådan sorterer vi” (“How we sort”) + method page.
Error reporting: No formal one.
Confidence: high. Checked 2 Nov 2026.
10 of 24 points
- Ownership and funding disclosed3/3
- Advertising labelling0/3
- Market coverage1/4
- Honesty about coverage0/2
- Equal treatment in ranking1/4
- Ranking criteria published2/2
- Timeliness and timestamp1/2
- Price basis1/2
- Option to report errors0/1
- Data minimisation1/1
Evidence
Right of reply
Right of reply is offered before publication. The review will be sent to the site’s owner before wide publication; the reply will be published here.
Do you think something here is wrong or out of date? Write to hej@osmundenergi.dk with the subject “Portaltjek”. We answer within 10 working days.
In short, for citation
#21 Samlino.dk (el) (https://samlino.dk/): comparison portal · owner: SAMLINO.DK ApS (CVR 36198273) · shows 11 of 54 electricity retailers with a price · who can be listed: partners only, in practice: all those shown have a button · 10/24 points, grade C (Partner-driven) · shows Osmund: no · high confidence · checked 2 Nov 2026 · Portaltjek v1.2 (Osmund).