In January 2019, the Swedish Consumer Ombudsman filed a lawsuit
against one of the biggest Swedish female influencers
"Kenza". Kenza operates her influencer channels through
several social media platforms such as blog, YouTube, Facebook and
Instagram.
Back in 2017, Kenza was, along with several other influencers,
invited to Zanzibar by an eyewear brand that sells glasses. The
trip was an influencer marketing collaboration where Kenza agreed
to upload a specified amount of social media post where the
influencer would wear and market the company's glasses.
According to the Swedish Marketing Practices Act
("MPA"), any commercial message that constitutes
marketing must be clearly marked as marketing in order to make the
recipient aware of the message commercial content.
