Minister for Business, Morten Bødskov (Socialdemokratiet), is considering tightening the rules for influencer advertising targeting children. The Ministry of Business has announced that the minister finds it problematic when children’s digital idols advertise unhealthy food products.
“I honestly think it is a slippery slope when children and young people’s friends and idols in the form of influencers advertise various unhealthy foods. It is about our children and young people being able to have a safe digital life,” Morten Bødskov stated in a press release.
This statement comes in the wake of the Consumer Council Tænk’s criticism of several cases where the food industry code has allegedly been violated. Consumer Council Tænk has criticized influencer Alexander Husum and the burger chain The Burger Concept for an advertisement deemed to violate guidelines. However, The Burger Concept has denied that children were the intended target audience.
The food and media industry has voluntarily established a code that prohibits advertisements for food products high in sugar, fat, or salt in media targeting children. Consumer Council Tænk believes that if the industry cannot uphold these rules, legislation must be introduced.
“The industry needs to rectify this. We need to stop these advertisements, otherwise legislation will be necessary,” said Esben Geist, Acting Director of Consumer Council Tænk, to DR (Danish Broadcasting Corporation).
As part of the new initiative, Morten Bødskov plans to invite influencers and industry organizations for food companies to a meeting. The purpose of the meeting is to highlight the importance of responsible marketing and discuss the role of actors in protecting children and young people.
Consumer Council Tænk has also previously complained about Orkla’s use of influencers Morten Münster and Jas and Mika in advertisements for Kims Chips, which were assessed by the Forum for Food Advertisements. The voluntary cooperation forum criticized that Orkla had not ensured that the content did not reach users under 13 years old.
The Minister for Business’s initiative indicates increased attention to digital marketing targeting children and young people, as well as a possible tightening of legislation in the area if voluntary rules are not followed.