Like many Danes, we have watched DR - Danmarks Radio's documentary "Løgnen i dit feed".

"Løgnen i dit feed": Is All Influencer Marketing a Lie? 

Like a large portion of the Danish population, we have also watched DR's documentary "Løgnen i dit feed". While the documentary highlighted some concerning examples, we see it as a valuable catalyst for positive change within the influencer marketing landscape. We wholeheartedly welcome the increased focus, stricter legislation, and evolving ethical guidelines. All of this contributes to a healthier ecosystem that benefits both consumers and the industry, ensuring influencer marketing is conducted with integrity and transparency. 

Embracing a Brighter Future 

Fortunately, in recent years, there has been a surge of positive developments, including additional legislation and proactive initiatives that are helping to refine the market and address the past challenges within the influencer industry. New legislation on the marketing of, among other things, gambling, beauty treatments, and dietary advice to children and young people saw the light of day in 2021. In 2023, the European Commission began to keep an extra sharp eye on social media to ensure influencers are properly declaring their commercial content. Finally, in 2024, the Danish Consumer Ombudsman clarified the scope of the Marketing Practices Act – also for the influencer industry. Not to mention the Danish Union of Journalists' newly established influencer board and ethical guidelines, which all influencers are encouraged to join to further protect their followers from potentially inappropriate content. 

A Shared Responsibility 

The world today is evolving into a more responsible and ethical space! There are a wealth of hardworking, skilled, responsible, and ethically conscious influencers and content creators, and behind them often stand a long line of managers and agencies, who professionally and objectively safeguard the interests of both consumers and businesses. As an industry and as players within it, we see it as our shared responsibility – and a privilege – to champion these positive changes. When, for example, the Danish Consumer Council, TÆNK, raises important questions about influencer practices, and even expresses concerns that the industry disregards regulations and questions why companies dare to work with micro-influencers, we see it as an opportunity to demonstrate that the vast majority of companies and influencers do have things under control. We believe that most players in the industry rightly take responsibility, and we are encouraged by the increasing accountability and consequences for those who fail to meet the required standards. We see this not as a threat, but as a positive force driving the industry towards greater transparency and ethical conduct. 

Navigating the Uncertainty 

At GroupM, we recognize that navigating the world of influencer marketing can be complex, and we understand that our clients may feel uncertain as they approach it. Therefore, we provide our clients with the guidance needed to maximize their investment, also if it means recommending a solution other than influencer marketing. We understand that influencer marketing isn't a universal solution that aligns with all brand objectives. But when there is a match between brand objectives and influencer marketing, we guide, brief, approve, and take responsibility – and thus ensure that the creative freedom, which is the heart of an influencer collaboration, always aligns with applicable legislation, guidelines, standards, and common sense. 

Building Partnerships 

We must also remember that influencers are people and not just a media buy. That is why influencer marketing demonstrably works. There are numerous examples of when the rules are not followed, when the match between the advertiser and the influencer is not there, or when only advertising and sender-oriented content are considered – well, then it (fortunately) doesn't work, and consumers, both young and old, see right through it. Our approach prioritizes authentic connections and transparent communication, leading to more engaging and trustworthy campaigns that resonate with audiences. 

Shaping the Future 

This is guaranteed not to be the last time we hear discussions about influencer marketing in the media and society in general. Therefore, it is also important that we continue to focus on doing influencer marketing the right way. So, let's hold each other to this promise and work together to ensure influencer campaigns are ethical, effective, and build lasting brand value, creating a positive impact for all. 

Are you curious about how to navigate the world of influencer marketing with confidence and integrity? Contact us today to learn more! 

• Rikke Lundberg, Director of Influencer Marketing & Goat Denmark, at [email protected] 

• Pernille Rähr, Market Director, at [email protected]