New updated guidelines on influencers from the Danish Consumer Ombudsman

An enormous amount of so-called "influencers" (social media personalities and bloggers) have flooded the online world in recent years. Businesses are increasingly using influencers as ambassadors for their brands, thereby building reputation and reaching new audiences. This, however, often poses a challenge with regard to marketing regulation, in particular the requirement to properly identify an advertisement. As a result, the Danish Consumer Ombudsman (DCO) has updated its guidelines regarding influencers on social media and blogs.