Denmark adopts new rules for food influencers
Denmark is setting new rules for food influencers to get a clear message to consumers. The Danish Veterinary and Food Administration has made two guides for marketing food and feed. One for companies and one for influencers. From 2019-2020, the Danish Veterinary and Food Administration has given four fines to influencers for illegal marketing and one new condition is to start a close dialogue between the companies and influencers hired to promote food products. "Companies should always start by having a close dialogue with the influencers about the products they want to advertise," says Minister Mogens Jensen.
The influencers typically receive the products as a gift from the companies. It is primarily the companies' responsibility that their marketing via influencers complies with the rules. But if companies forget to tell the influencers what they can and must not say about the products, then the influencers risk misleading consumers and advertising in violation of the law. Five tips are given to influencers to stay within legal framework:
1. Talk about rules and opportunities with the company you work with.
2. Mention nutritional or health properties only if they appear on the product packaging.
3. Be careful to mention your own (undocumented) experiences with the product if it concerns health effects.
4. Never tell about possible effects on illness or disease symptoms.
5. Remember that both oral and written advertising (including hashtags) must comply with the rules.
"Consumers must be able to trust the marketing without being misled when, for example, they want to do something extra good for themselves. Therefore, I have asked the Danish Veterinary and Food Administration to look at the area and find a solution that will help the influencers to stay within the rule," added Mogens Jensen.
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