This guidance document, published by the Norwegian Consumer Authority, addresses the mandatory labelling of advertising in social media to ensure that all marketing clearly appears as such. It is primarily intended for advertisers utilising influencers, and for influencers themselves, including YouTubers. The core principle is that consumers must understand when they are exposed to advertising to foster critical engagement with content. The guidance is based on the Marketing Act, E-Commerce Act, and the Unfair Commercial Practices Directive, detailing what constitutes marketing, how to label it effectively, and the responsibilities and potential consequences for non-compliance. The guidance was published on May 19, 2022, and updated on April 29, 2025.
Entities responsible for implementation: Norwegian Consumer Authority
This guidance document, published by the Norwegian Consumer Authority, addresses the mandatory labelling of advertising in social media to ensure that all marketing clearly appears as such. It is primarily intended for advertisers utilising influencers, and for influencers themselves, including YouTubers. The core principle is that consumers must understand when they are exposed to advertising to foster critical engagement with content. The guidance is based on the Marketing Act, E-Commerce Act, and the Unfair Commercial Practices Directive, detailing what constitutes marketing, how to label it effectively, and the responsibilities and potential consequences for non-compliance. The guidance was published on May 19, 2022, and updated on April 29, 2025.
Entities responsible for implementation: Norwegian Consumer Authority
- influencer marketing advertising influencer
