Sofie Elise investigated for regulatory violations over Lonolox video in Norway

In July, influencer Sofie Steen Isachsen, popularly known as Sophie Elise, shared a video on Snapchat discussing her experience with the medication Lonolox, which is designed to combat hair loss. Addressing her followers’ inquiries, she remarked, “Yes, hair is starting to grow more all over my body. I don’t think any medication can lead to improved hair on just the head without affecting other areas.” She noted that she had been using the medication since late April and had already noticed significant changes.

However, her actions have been determined as a violation of pharmaceutical regulations by the Norwegian Directorate for Medicines (DMP). The DMP emphasized that Sophie Elise had shared images of the drug along with claims about how it works. According to Dr. Ingrid Aas from the DMP, “It is simply illegal to advertise prescription medications to the public.”

The video also indicated which clinic can prescribe the drug, further raising concerns. The DMP highlighted the significant influence that public figures like Sophie Elise can have on their audiences.

Sophie Elise stated through a text message that she did not receive payment for the video, explaining that it was part of an exchange of opinions, and she did not consider it illegal. She expressed her intention to share personal experiences due to the number of questions she received, and her legal representatives argued that her remarks about the medication promoting overall hair growth shouldn’t be deemed as promotional claims.

Similarly, comedian Maria Stavang, known as Piateed, found herself in trouble for violating the same regulations when she shared a humorous video discussing the pain reliever Paracet on TikTok. Despite her claims of humor, the DMP stated that the risk of misunderstanding remains significant, and the comedic context did not mitigate the violation. Both influencers will not face fines or be required to publicly disclose their infractions.