New updated guidelines on influencers from the Danish Consumer Ombudsman

By Mathias Bartholdy


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.

The DCO’s first guidelines on influencers was released in January 2016. Since then, to better reflect the Unfair Marketing Practices Directive, a new Danish Marketing Practices Act (MPA) has come into force, representing an update of the guidelines.

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