Swedish blogger in court
The debate in Sweden on stealth advertising by influencers in social media has grown in recent years and the Advertising Ombudsman has convicted bloggers, Instagram celebrities and Youtube stars for not identifying what is and isn't advertising on their channels.

The initial negotiations in the case of blogger Kissie is about a company that deals with used electronics. The company allegedly started an advertising collaboration with the blogger, and she told her friends and followers about the service through her blog and Instagram account. According to the Swedish Marketing Act §9 (Marknadsföringslagen), all marketing must be designed and presented in such a way that it is clearly stated what it is and who is responsible for it.


The Swedish Consumer Agency (Konsumentverket) did not consider the ads for mobile phone recycling clearly marked, and is disputing the case with Alexandra Nilsson and Tourn Media in the Stockholm District Court.