Minister for Equality and Labour Market Nina Larsson (L) thinks it's "very welcome" that well-known influencers will be scrutinized more closely by the Consumer Agency.
"We cannot turn a blind eye to the fact that these individuals are de facto power holders, and therefore accountability should be demanded. Scrutiny and discussion are needed, so that young people avoid falling victim to an idealized and unhealthy image of how one is expected to be", Larsson writes on X.
The Consumer Agency will, among other things, investigate whether breaches of the Marketing Act occur, and if so, the influencers may ultimately be forced to pay a fine.
