Marketing And Pricing Information In The Spotlight

INFLUENCER MARKETING – THE JUDGMENT AGAINST CLEAN EATING

Clean Eating AB and the influencer Katrin Zytomierska were recently judged to have contravened the rules on advertising in the Marketing Act. The judgment once again throws light on influencer marketing and how marketing must be designed.

All material intended to promote sales of a product must be clearly labelled as advertising. A mere reference to the company is not enough. The consumer must immediately be able to understand that it is an advertisement. Even temporary removal of labels indicating that it is an advertisement is a breach of the Marketing Act. If an influencer fails to advertise in accordance with the applicable legislation, the company whose products are being marketed may also be held liable for defective marketing and may be sanctioned for the infringement.