Denmark limits influencer advertising to protect minors

Protection of minors
No influencer advertising for solariums and cosmetic surgeries: Denmark tightens the law on the protection of minors

Tattoos, cosmetic interventions, hair removal, teeth bleaching, energy drinks, diet products, solariums and “sugar dating”: In Denmark, you will no longer be allowed to advertise any of this on social media in the future – if it is aimed at children and young people. A tightening of the advertising law was approved by a majority in the Danish parliament last week.

Many minors use platforms such as Facebook or Instagram, which are also used for advertising. However, analyzes have shown that it is much more difficult for children and adolescents than adults to recognize what advertising is and what is not, it says in one Message of the Ministry of Trade and Industry. The rules and laws have not been adapted for a long time.

Minister: The law protects children and young people

The changes in the law provide that from next year it will be forbidden to “mention, refer to or show products that are considered unsuitable for children and young people under the age of 18. This applies, for example, to cosmetic treatments, solariums, slimming products and tattoos Products of a sexual nature for a fee – also known as sugar dating, “the ministry said. This particularly applies to influencers.

Sugar dating is the term used to describe long-term relationships between older people and younger partners who receive material or financial benefits in return. The relationships don’t have to be purely sexual. Such relationships are not illegal if they are voluntary. However, the boundaries to prostitution are fluid.

“Many parents will agree that our children spend a lot of time on social media. Therefore, we need to ensure that our children are not exposed to harmful and inappropriate marketing activities as they scroll through the feed. With this law, we are taking another step to ensure that that our children and young people can move safely on the Internet, “said Minister Simon Kollerup.

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Denmark: Influencer not very enthusiastic about the new law

With the change in the law, the penalties for violating it will also be increased. Fines should amount to at least 25,000 Danish kroner – around 3,300 euros.

Influencers: however, they are dissatisfied with the new resolutions. “It is not the job of influencers to explain what is right or wrong to people under the age of 18. It is a choice that you have to make for yourself,” said influencer Sasha Klæstrup, who promotes plastic surgery, on public broadcaster DR. The state should not interfere in what they are allowed to do and what not.

Last year, a discussion broke out about the Danish influencer who promoted plastic surgery and sugar dating. The call for new regulations grew louder at the time.

99 percent of Danish 12 to 18 year olds on social networks

“It creates a bad image if we don’t say what we’re doing or doing,” said Klæstrup. “Then young children can think that it is normal to have large breasts or lips.” She does not see the responsibility with herself: “It is the parents’ responsibility to check who their children are following.”

But Kollerup sees it differently, as he told DR: “It’s too easy to say, mom and dad have to be careful. Advertisements keep popping up, and often you don’t sit together and look at the iPad.”

Denmark is not the first country to regulate the appearance of influencers. In Norway, contributions must be marked that have been retouched.

In Denmark, according to the ministries and authorities, 99 percent of young people aged 12 to 18 are registered with at least one social network. In first place among users, Instagram is followed by Snapchat, Tiktok, Facebook and Youtube.

Further source: “VG”

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