Influencers used DR set and host in KitKat ad without consent

Two influencers used a DR production set and presenter Josefine Høgh in a paid KitKat video without her knowledge or consent. The video was removed after DR News contacted DR Press, DR reported.

The TikTok video appeared on influencer Nicolai “Frommerjoe” From’s profile. From and his regular collaborator, Lucas Georg Christiansen, have prominent roles in a major DR production.

“You cannot make any form of advertising in or in connection with a DR programme,” said Jan Lagermand Lundme, the programme’s editor-in-chief. He said DR asked for the video to be taken down as soon as the broadcaster learned about it.

From and Christiansen issued an unreserved apology, particularly to Høgh, who declined to comment for the article.

Nathalie C. Larsen, creative director at Lead Agency, said the use of the DR production was “remarkable” and criticised the influencers for involving Høgh in an advertisement without her consent. She said presenters rely on their credibility and on being associated with the right things.

Larsen, who has followed the influencer industry for years, called the incident an example of the “recklessness” found in parts of the business. She said influencers entering television productions need to understand the rules and the circumstances of filming.

As TV channels increasingly bring influencers into their productions, broadcasters will need to adapt to influencer culture, Larsen said. She predicted similar incidents would happen again, while adding that using influencers may be necessary to reach new audiences.

Larsen also questioned whether the influencers had read their contracts or considered how a large production is filmed. “It’s the pure Wild West,” she said. She criticised the fact that the video was removed only after DR News contacted AA Agency and DR Press, describing the response as “if it works, it works”.

Andreas Spange, an agent at AA Agency, said he understood the criticism and agreed the agency should have done better. The agency should have secured Høgh’s clear consent before making the video, he said, adding that responsibility lay with the agency and creator, not with Høgh. He said the video had been removed and the agency had tightened its procedures.