"Princess Madeleine is advertising her skin care brand without advertising identification, which violates the Marketing Act", writes a complainant, reports Aftonbladet.
She is violating the law directly, says social media expert Emma Blom to the newspaper.
According to the Marketing Act, it must be clearly stated that it is an advertising collaboration, and it is not in the story or the post. You can't get away with saying it's private.
According to TV4 News, two complaints have been filed with the Advertising Ombudsman and two complaints with the Consumer Agency.
The Royal Court's information chief Margareta Thorgren writes in an email to TV4 that Princess Madeleine "of course" will "follow the law and order".
"The purpose of the post on Monday was to inform about an upcoming new business, not to advertise. If it has been perceived as such, it will not be repeated in the future", writes Thorgren.
Princess Madeleine announced earlier in the week that she is starting the company Minlen in collaboration with a Swiss beauty company.
