Lily Collins faces scrutiny over potential marketing violations in Denmark after promoting Louis Poulsen lamps

On September 25, Lily Collins, the star of “Emily in Paris,” shared a series of photos showcasing her time in the showroom of Danish lamp manufacturer Louis Poulsen. In one photo, she is seen holding multiple lamps, expressing her admiration for the brand’s story and showroom. However, the absence of a clear advertising disclosure raises concerns about possible violations of Danish marketing laws, which require that promotional posts be clearly marked to prevent any misleading impressions regarding endorsements.

Jan Trzaskowski, a marketing law professor at Aalborg University, noted that the lack of an advertising label suggests illegal concealed advertising. The Danish Consumer Ombudsman has recently tightened its interpretation of marketing laws, urging influencers and companies to label promotional content clearly, typically with “advertisement.”

Although Collins has nearly 30 million Instagram followers, the primary concern lies in whether the marketing impacts the Danish market, given that Louis Poulsen is a Danish company. Trzaskowski emphasized that it was essential for Collins to tag the post appropriately to comply with Danish legislation. Both Collins and Louis Poulsen could potentially be held accountable under Danish law due to the marketing directed at Danish consumers.

The Consumer Council has been vigilant about possible breaches of marketing laws on social media, previously filing complaints against several influencers. Marie Frank-Nielsen, a consumer lawyer at the Council, indicated that failure to disclose the promotional nature of the content likely constitutes a violation of laws against hidden advertising.

While Louis Poulsen has not responded to inquiries, the issue of whether payment was involved does not impact the obligation for clear advertising disclosures, according to Frank-Nielsen. The Council has not decided yet on filing a complaint with the Consumer Ombudsman, although they would consider it if this incident appears to reflect a broader trend within the company.