Danish Consumer Ombudsman files police reports against influencers for marketing violations

The Danish Consumer Ombudsman has decided to file police reports against several influencers, citing a total of nine violations of marketing laws. Additionally, they are reiterating regulations to a number of other influencers regarding 31 infractions.

According to the Consumer Ombudsman, Torben Jensen, influencers operating their profiles as businesses through a company registration number (CVR) must adhere to the same marketing regulations as all other commercial entities. This includes ensuring that all content is compliant with marketing laws, particularly when it involves products like alcohol and energy drinks, as well as posts encouraging children to purchase certain items.

In November 2023, the Consumer Council reported eight influencers to the Consumer Ombudsman, including well-known figures such as Lakserytteren, Morten Münster, and Rebecca Charlotte Dahl. Their affiliated agencies and the brands they collaborated with were also reported.

The allegations pertain to potential breaches of regulations regarding concealed advertising, aggressive marketing tactics, the involvement of children and young people in promotions, and the marketing of unsuitable products for younger audiences. This action follows a comprehensive review of influencer content conducted by the Consumer Council over the summer of 2023.

The Consumer Council highlighted a concerning pattern of violations, and there have been instances where influencers have breached the advertising code agreed upon by the media and food industries. In August, Danish Business Minister Morten Bødskov met with influencers and expressed his conviction that more legislation is needed in this area.