Scrutiny targets influencers and agencies for unhealthy food promotions aimed at children in Denmark

This afternoon, several influencers, agencies, and other stakeholders will face scrutiny from Business Minister Morten Bødskov due to repeated violations of industry guidelines. These violations involve using influencers to promote unhealthy food products targeted at children under 13. Among the 30 invitees is Karin Breck, head of Consumer Council Tænk, who is behind two specific complaint cases. She emphasizes that influencers should be regulated as media, which requires them to adhere to media laws.

Breck insists on the necessity of distinguishing entertainment from advertising directed at children. She criticizes instances of influencers producing entertaining content that covertly promotes unhealthy food, such as burgers. One notable case involved influencer Alexander Husum, who was found promoting high-fat and high-salt foods despite his primary audience being children. Although The Burger Concept disputed the decision, the chain ceased sales of his burger and milkshake following the complaints.

Another influencer, Morten Münster, who partook in the “Kims Chips Battle” campaign, echoes Breck’s call for clearer regulations. He hopes the minister will formulate new proposals to define the rules of online marketing, particularly concerning age restrictions on social media content.

Münster argues that establishing age limits would be beneficial for creators with diverse audiences, including children. In response to earlier criticism from the Consumer Council, Kims has since limited access to advertisement videos to those over 18.

Industry stakeholders are also considering the potential advantages of age restrictions. A sector code developed by DI Food aims to restrict marketing unhealthy foods to children, and discussions are underway about possible electronic age verification on social media platforms to protect younger audiences from inappropriate advertising.