Minister Bødskov discusses new regulations for influencer advertising to children in Denmark

There are indications of tightening legislation regarding how influencers can advertise to children on social media platforms. This became evident following a meeting between Business Minister Morten Bødskov and several influencers, agencies, and stakeholders, prompted by recent cases that raised concerns from the Consumer Council Tænk, who received support for their inquiries.

Minister Bødskov expressed confidence that new regulations will be developed, noting that influencers also contributed ideas on how to proceed. He emphasized a shared interest in enhancing protection for children and young people.

The discussions were sparked by complaints against influencers promoting high-fat and high-salt foods, primarily targeting child audiences. In both cases, the Consumer Council Tænk received backing from the Forum for Food as the promotions violated the food industry’s code of conduct.

Influencer Rasmus Kolbe, known as Lakserytteren, attended the meeting and believes that stricter regulations could be beneficial, allowing him to focus more on content creation for children rather than regulatory compliance. The Consumer Council Tænk had reported him and others for potential breaches of marketing laws the previous year.

While there appears to be momentum for legislative action, Lisbeth Kiel Bjerrum, chair of the Danish Journalist Union’s influencer section, advocates for ethical guidelines that can be updated annually rather than confronting the lengthy process of legislative change.

The discussion also highlighted existing ethical guidelines for influencers, which Bjerrum believes should align with the Danish Industry’s food advertising code that prohibits advertising unhealthy food to children across various media platforms. Further meetings between the minister and influencers are expected to advance this dialogue, although a timeline for new legislation remains undetermined.