Consumer Ombudsman clarifies ad rules for influencers

Consumer Ombudsman Torben Jensen emphasized on Thursday evening that when influencers engage in sponsored content, it must be clear it’s paid advertising. It is not sufficient to simply tag a company on social media platforms like Instagram. This clarification is not a change of rules but a precision on the presentation of sponsored content. Guidance on ‘what courts have found to be insufficient advertising markings’ has been updated on the Ombudsman’s website. Two influencers, Mia Sand and Mathilde Gøhler, were fined for not clearly indicating their social media posts were advertising, receiving fines of 50,000 DKK and 40,000 DKK respectively, though higher fines were initially pursued by the Ombudsman.