Swedish consumer agency warns influencers over undeclared advertising

The Swedish Consumer Agency has sent formal supervision letters to around 40 influencers and advertisers for failing to clearly label paid content, despite repeated warnings that hidden advertising violates the law, SVT Nyheter reports.

Under Swedish regulations, social media users must be able to easily identify advertising, with children and young people considered particularly vulnerable to undeclared promotions. The agency’s review found persistent violations, even among established influencers.

“Unfortunately, we still see major shortcomings in influencer marketing. Many continue to post ads without clear disclosure,” said Mikaela Lundqvist, a legal expert at the agency, in a statement.

The agency does not believe ignorance of the rules explains the violations among large, professional influencers. However, it has also sent informational letters to smaller accounts, where lack of awareness may be a factor. Recipients must now respond to the criticism or risk legal action.

This follows previous enforcement efforts, including a 2025 case where influencer Bianca Ingrosso was banned from covert advertising.