The authority will now send a supervisory letter to around 40 influencers and advertisers.
Influencers must clearly label their content if it involves advertising or promotion. Engaging in hidden advertising is illegal, according to the Swedish Consumer Agency.
"We know that many influencers have a great influence on children and young people. Therefore, it is especially important that they take responsibility and follow the law. Unfortunately, we still see major shortcomings in the area of influencer marketing. Many advertise without clearly labeling the posts," says Mikaela Lundqvist, lawyer at the Swedish Consumer Agency, in a press release.
Fines may be imposed if influencer companies or advertisers do not comply with the authority's orders.
