Danish Consumer Ombudsman reports influencers for marketing law violations, including YouTuber Morten Münster

A number of influencers have been reported to the police by the Danish Consumer Ombudsman for violating marketing laws, with others receiving warnings regarding a total of 31 violations. Among those warned is YouTuber Morten Münster, who has nearly 500,000 followers. While he has not been reported to the police, he received a warning for allegedly producing hidden advertisements for brands like Normal. Münster disagrees with this assessment.

He stated, “These are videos from my ’empty-a-store’ series that I initiated myself. I contacted the stores, paid for the items, and decided how the videos should be edited and filmed, with the stores having no influence.” He also clarified that he has not received payment from the stores.

Münster compares his content to television programs filmed at commercial locations, asserting that while there is advertising value, it does not constitute a commercial. He noted that shows like ‘Go’ Morgen Danmark’ film in Tivoli without labeling it as advertising, despite Tivoli benefiting from the exposure.

He has begun marking his content as advertisement when it features a product or brand, irrespective of receiving compensation. “This can confuse viewers, making it hard to distinguish between what is real advertising and what is not,” Münster explained.

According to Sabrina Amtrup from the Consumer Ombudsman’s office, influencers must clarify when they are advertising, as personal and commercial messages often merge. The office has stated that advantages received from companies, such as free products, could also constitute advertising, regardless of formal agreements. Münster seeks judicial clarification on when content should be marked as advertising, emphasizing the need for clearer regulations in this area.