Influencers used DR set and host in KitKat advert

Two influencers filmed a paid KitKat promotion using the set of a DR entertainment programme and featuring host Josefine Høgh without the production’s knowledge or consent, DR reports. The broadcaster says the advertising is unacceptable and has asked for the video to be removed.

The programme has not yet aired. Influencers Lucas Georg Christiansen and Nicolai “Frommerjoe” From were paid to take part in the production, but also filmed content promoting KitKat. The video was posted on From’s TikTok account on 2 October and showed the pair eating KitKat products during breaks. A stylist was also offered the chocolate bars, which were placed by her table.

The video was taken down a few hours after DR News contacted the broadcaster’s press office. DR editor Jan Lagermand Lundme said advertising of any kind was not permitted in or in connection with a DR programme. The broadcaster is investigating how the video was made with the influencers and production company Metronome Productions.

Law professor Jan Trzaskowski of Aalborg University said the promotion appeared difficult to reconcile with good marketing practice and might breach Denmark’s Marketing Practices Act. He said the use of DR’s set and a well-known person without consent were particular concerns. Høgh, who is subject to guidelines barring her from taking part in advertising, declined to comment.

The influencers’ agent, Andreas Spange of AA Agency, said he took full responsibility on behalf of the pair and the agency, and called the video a mistake. He apologised to Høgh for involving her in something she had not agreed to, and said the agency would tighten its procedures. Spange said Nicolai From was the only official sender of the campaign and had apologised to Høgh.

KitKat’s Nordic senior brand manager, Sebastian Orting-Vester, said Nestlé had seen and approved the content before it was shared, expecting that the required rights and permissions were in place. He said WPP Media handled the influencer collaboration and production arrangements. KitKat said the influencer was responsible for obtaining the necessary permissions.