The Danish government will ban advertising for cosmetic treatments and energy drinks in the new marketing law.
Influencarar, or influencing, power is still debated. It’s in the name, they should start people, and for advertisers who pay influence in expensive judgments, there are few other ways as when the customer group is so effective.
But no one must both influence and advertise thinking differently in Denmark. From 1 January, there will be major changes in their marketing law, especially aimed at influencers.
Ueigna for born under 18 years
It will be illegal to advertise the product which is considered unsuitable for children and young people under the age of 18 – but only if the advertisement is aimed at the target group, or if one has many followers in that group.
These are some of the products you can not advertise if your target group is under 18 years:
- Tattoos and cosmetic treatments, skin and subcutaneous procedures
- Hair removal
- Teeth whitening
- Energy drinks
- Slimming product
- Product of a sexual nature against payment or export (sugardating)
If you are caught breaking the law, you can be fined at least 25,000 Danish kroner (34,600 NOK) or more, depending on how much you are caught earning a year.
Not as clear rules in Norway
The Child and Media Survey 2020 from the Danish Media Authority shows that around half of 13–18-year-olds has received advertising on social media for a product that will ensure weight loss or give bigger muscles.
In 2021, the Government decided that retouched advertising must be marked. In September of the same year, they also introduced one professional committee for influencer marketing, FIM. The goal is to make sure to reduce appearance and body pressure among young people on social media.
Anyone can complain about influenza campaigns that they believe are in violation of FIM regulations. The guidelines for FIM include, among other things, advertising of dietary supplements and cosmetic procedures.
The committee does not issue fines, as it will not be allowed in Denmark. In the city, they may come out to give to others, which can create negative publicity around influencers.
FIM has, for example recent felt Sandra Fjeldberg for promoting cosmetic surgery, and Melinda Johnsen who promoted dental treatment in Turkey because it «images of having carried out an intervention that can clearly contribute to body and appearance dissatisfaction are promoted ».
In Norway, there are otherwise not as clear rules for marketing to children, as the law that now comes into force in Denmark, even though children have a special protection in the Marketing Act. For example, one should not gamble on social insecurity, bad conscience or poor self-esteem when advertising to children.
In the preparation for the law, it was emphasized that advertising that plays on unhealthy or unrealistic ideals could be the framework.
The Children’s Ombudsman and the Consumer Council believe that the rules on marketing are not adapted to the digital everyday life in which children and young people live, and sent this autumn letter to the Government where they encourage them to review the legislation and provide better protection for children and young people.
Affects: – Not our job to raise people under 18 years
The Danish influencer Sasha Klæstrup often advertises for plastic surgery, and is not satisfied with the new law change in her home country.
– For example, I think it’s crazy. It is not influencer’s job to raise people under the age of 18 and say what is right and wrong. It is a choice one must make, she says to it Danish state channel.
– It irritates me that I get influencers ankle brace on us. It creates a bad image if we do not say what we have been done or are doing. Then there may be small children and believe that it is normal to have large breasts or lips, says Sasha Klæstrup.
She means she is not responsible for her followers, and that parents of the children who follow her must check who the children follow.
– Does not protect children well enough today
Minister of Trade and Industry in Denmark, Simon Kollerup (S) believes that it can not be solely the responsibility of parents, and it is important that society also has protection.
– Children in Denmark shall not be exposed to advertising for products that are not at all suitable for children. It will be framed today. We do not protect our children and young people well enough today, so there is a need for us to tighten the law, says he to DR.
It is the Consumer Ombudsman (the Consumer Ombudsman) who must supervise that businesses comply with the Marketing Act, and must assess how serious the violation of the rules is and enforce this.