Norwegian Lab operates a documented subscription trap — a business model built on hiding subscription terms during checkout, shipping unauthorized products, and using debt collection threats to coerce payment. Multiple consumer protection agencies, including Forbruker Europa and the Danish Consumer Ombudsman, have issued official warnings. Norwegian newspapers have published investigative exposés. The company generates hundreds of millions of kroner while consumers across Europe report the same pattern of deception.
No — And Here's Why
When people search "is Norwegian Lab legit", they're usually trying to decide whether to place an order. The short answer is no. While Norwegian Lab AS is a real registered company in Norway, its business practices are anything but legitimate.
Here's what you need to know before ordering:
They Hide Subscription Terms
Multiple investigations, including by Norwegian newspaper Østlandets Blad, confirm that the checkout process does not clearly disclose that you are entering a subscription. Consumers report that "nothing in the order form indicated this was a subscription."
They Send Unauthorized Products
Weeks after the initial trial pack, consumers receive additional products they never ordered — along with invoices for approximately 1,190 NOK ($110) and notification that they've been enrolled in a 4-month subscription.
They Use Debt Collection as Intimidation
Unpaid invoices are rapidly escalated to inkasso (debt collection). Forbruker Europa has confirmed this is a deliberate intimidation tactic designed to pressure consumers into paying for subscriptions they never agreed to.
They're Hard to Contact
Their websites lack clear phone numbers. Consumers who email to dispute charges report being stonewalled — told the payment is valid and must be made, regardless of the circumstances.
What Norwegian Lab Claims to Be
On the surface, Norwegian Lab presents itself as a legitimate, fast-growing Scandinavian health supplement company. Here's what their marketing tells you:
- "Scandinavia's fastest-growing supplement company" — a claim featured prominently in their advertising
- 600,000+ subscribers — though many of these "subscribers" may be unsuspecting consumers caught in the trap
- Professional branding — polished websites with scientific-sounding product descriptions across multiple country domains (norwegianlab.com, .no, .se, .de, .nl)
- 351 million NOK in 2024 revenue — cited as proof of legitimacy and scale
- Listed as a "Gaselle-bedrift" by Dagens Næringsliv — Norway's ranking of fastest-growing companies
But revenue doesn't equal legitimacy. As Forbruker Europa and multiple investigations have shown, significant revenue can be generated through illegal subscription trap practices. The Gaselle designation is based purely on growth metrics, not consumer protection compliance.
The Reality: A Documented Subscription Trap
The gap between Norwegian Lab's marketing and its actual business practices is where the subscription trap lives. Here's what happens in practice, based on verified consumer complaints, journalistic investigations, and official consumer protection findings:
The Trap Timeline
- Social Media Ad You see a Facebook or Instagram ad offering a cheap supplement trial pack. The ad prominently states "no binding period." The price is low. The branding looks professional and Scandinavian.
- Hidden Subscription Terms You complete the order. According to numerous customer complaints, the checkout page never clearly labels this as a subscription. The terms are buried or absent from the visible order flow.
- Trial Pack Arrives A small package shows up. Everything seems normal. You reasonably assume this was a one-time purchase.
- Unauthorized Shipments Weeks later, more products arrive unrequested — accompanied by an invoice for approximately 1,190 NOK ($110). You receive notification that you've been enrolled in a 4-month subscription you never agreed to.
- Debt Collection Threats Unpaid invoices are rapidly escalated to inkasso. Forbruker Europa confirms this rapid escalation is a deliberate intimidation tactic.
- The Stonewall Their website lacks a clear phone number. Email responses dismiss complaints and insist payment is owed, regardless of the facts.
What Consumer Protection Agencies Say
This is not speculation. Multiple official bodies have investigated and warned publicly about Norwegian Lab:
Forbruker Europa — EU Consumer Protection (October 2022)
Forbruker Europa published an official warning on October 13, 2022 (updated February 2024). Director Linn Hogner Jahr stated unequivocally that Norwegian Lab's practices are illegal under both Norwegian and EU law.
Danish Consumer Ombudsman
The Forbrugerombudsmanden (Danish Consumer Ombudsman) has received numerous complaints about Norwegian Lab targeting Danish consumers with the same subscription trap tactics.
Østlandets Blad — Norwegian Newspaper Exposé (September 2025)
Norwegian newspaper Østlandets Blad published an investigation profiling a victim of the Norwegian Lab subscription trap:
Finansavisen — "Klagestorm mot Morten Angelils pengemaskin" (November 2025)
Norway's financial newspaper reported that Norwegian Lab is "bombarded with complaints" while Forbrukertilsynet (Norwegian Consumer Authority) receives a flood of customer grievances. Bimo Kapital has paid out significant dividends to Morten Angelil.
Dagens Næringsliv — Gaselle Profile (November 2025)
While DN profiled Norwegian Lab as a Gaselle company, the article noted that customer complaints have increased alongside revenue growth, and confirmed the Eltek Holding ownership connection.
Consumer Review Platforms
TypicalScam.com explicitly labels Norwegian Lab as a scam. Butikkguide.com documents recurring complaints about unclear subscription terms and aggressive debt collection. Scam Detector rates them 77.5/100 with warnings.
Who Owns Norwegian Lab
Norwegian Lab AS (Org. 922 766 533) is a publicly registered company in Norway. All information sourced from the Brønnøysund Register Centre (brreg.no):
The Chain
Eltek Holding AS (Org. 982 370 280) → Bimo Kapital AS (Org. 910 552 732, 51.77%) → Norwegian Lab AS (Org. 922 766 533)
Eltek Holding AS is a private investment company based in Oslo. CEO Lars Jervan runs both Eltek Holding and Bimo Kapital. Eltek describes itself as owning "a portfolio of technology businesses operating across energy, ICT, advanced media, and industrial markets." Norwegian Lab, a supplement subscription company, is an unusual fit for this portfolio.
eltekholding.com — The parent company's website makes no mention of Norwegian Lab or any consumer supplement operations.
Key People
| Name | Role |
|---|---|
| Karsten Kjoss | CEO, Norwegian Lab AS (14.74% via Kjoss Holding AS) |
| Morten Fernand Angelil | Chairman, Bimo Kapital AS (controls 51.77%); Finansavisen calls it his "pengemaskin" |
| Lars Jervan | CEO, Bimo Kapital AS & Eltek Holding AS; runs both parent companies |
| Pål Skistad | Board Chairman, Norwegian Lab AS |
| Sanjin Vranic | 17.45% via Vrana Consulting AS (IT/Marketing) |
| August Teodor Haugen | 15.02% via Teodor AS |
Registered address: Sommerrogata 15, 0255 Oslo · Auditor: Ernst & Young AS
What Victims Say
These are real consumer experiences drawn from verified sources and official complaints:
Mhabad Ahamd Aziz
TypicalScam.com Reviewer
Danish Consumer
The Trustpilot Problem
Norwegian Lab's Trustpilot page is being artificially inflated. Multiple review analysis platforms have identified clear patterns of bot-generated positive reviews — fake 5-star reviews with generic text, zero detail, and suspiciously clustered posting times.
This is a textbook reputation-laundering operation: drown real complaints under a flood of fake praise. The company's Trustpilot rating remains suspiciously and disproportionately high given the volume of documented complaints from official consumer agencies.
How to Protect Yourself
If you've already ordered from Norwegian Lab, or if you're considering it and want to know your rights, here's what to do:
If You Haven't Ordered Yet
Don't. The risks are well-documented by multiple official sources. No supplement is worth the stress of unauthorized shipments, hidden subscription fees, and debt collection threats.
If You've Already Ordered
- Do not pay invoices for products you didn't order. If the subscription was not clearly disclosed, you are not legally bound.
- Send a written dispute to Norwegian Lab via email. Reference the Norwegian Marketing Control Act (markedsføringsloven §§6-8 and 7-2) and the EU Consumer Rights Directive (2011/83/EU).
- Contact Forbruker Europa at forbrukereuropa.no for free mediation and template letters.
- File a complaint with Forbrukertilsynet at forbrukertilsynet.no.
- Initiate a bank chargeback for unauthorized transactions. Contact your bank or credit card issuer and explain you were enrolled in a subscription without consent.
- Report to your national consumer authority if you're outside Norway. This builds the international enforcement record.
Frequently Asked Questions
Is Norwegian Lab legit?
No. Norwegian Lab operates a documented subscription trap that multiple consumer protection agencies including Forbruker Europa have warned about. While it is a registered company, its business practices — hiding subscription terms, sending unauthorized products, and using debt collection threats — have been deemed illegal under Norwegian and EU law.
Is Norwegian Lab a real company?
Yes, Norwegian Lab AS (Org. 922 766 533) is a registered Norwegian company with 30 employees and 351 million NOK in 2024 revenue. However, being a registered company does not make its practices legal. The company's subscription trap model has been explicitly condemned by Forbruker Europa.
What do official agencies say about Norwegian Lab?
Forbruker Europa published an official warning in October 2022 stating Norwegian Lab's practices are illegal. The Danish Consumer Ombudsman has received numerous complaints. Norwegian newspapers Østlandets Blad, Finansavisen, and Dagens Næringsliv have published investigations documenting the trap. Forbrukertilsynet has been "bombarded with complaints."
Who owns Norwegian Lab?
The ownership chain is: Eltek Holding AS → Bimo Kapital AS (51.77%) → Norwegian Lab AS. Morten Fernand Angelil controls the majority through Bimo Kapital. CEO Karsten Kjoss owns 14.74% via Kjoss Holding AS.
What should I do if I receive an unwanted invoice from Norwegian Lab?
Do not pay. Dispute the charge in writing. File a chargeback with your bank. Contact Forbruker Europa at forbrukereuropa.no. Report to Forbrukertilsynet. Do not be intimidated by debt collection notices — if the subscription was not clearly disclosed when you ordered, the debt is not valid.
Can I trust Norwegian Lab's Trustpilot reviews?
No. Their Trustpilot page shows clear patterns of bot-generated positive reviews. Multiple independent platforms have identified fake 5-star reviews with generic text and suspicious posting times.
Are the supplements themselves dangerous?
The primary concern is not the supplement quality but the illegal subscription trap business model. Regardless of product quality, the company's practice of enrolling consumers in subscriptions without clear consent and using debt collection threats is illegal under Norwegian and EU law.
More Resources
Everything you need to fight back: