Consumer council reports Red Bull and streamer over marketing

Denmark’s Consumer Council Tænk has reported streamer and content creator Rasmus Søndergaard and Red Bull to the Danish Consumer Ombudsman over marketing it says may expose children to unsuitable products, DR reports.

The council says Søndergaard’s content features energy drinks, alcohol and hidden advertising. It believes a significant share of his audience is under 18, and says businesses must take special care to protect young consumers.

“It is particularly energy drinks, but also alcohol and hidden advertising,” said Winnie Gråsbøll, director of the Consumer Council. She said alcohol was included because Søndergaard drinks and promotes it in some videos.

The council reviewed the partnership last year but did not file a complaint at the time. It has since examined material from Søndergaard’s channels and says it is “almost impossible” to find a segment in which the Red Bull logo does not appear. Gråsbøll said the partnership had continued at undiminished strength, prompting the complaint.

Under Denmark’s Marketing Practices Act, marketing directed at people under 18 must not mention or depict alcohol or other products considered unsuitable for children and young people.

DR said it had sought comment from both Søndergaard and Red Bull but received no response. In an interview with B.T.’s media podcast Q&CO last year, Søndergaard said he did not feel he made content for children before ending the call.

Søndergaard livestreamed continuously for 14 days in 2025 and later said more than 857,000 unique Danish viewers had watched on Twitch.