{"id":29730,"date":"2021-08-18T06:16:25","date_gmt":"2021-08-18T05:16:25","guid":{"rendered":"https:\/\/essencius.dk\/hvad-er-reglerne-for-influencer-marketing-2\/"},"modified":"2023-07-20T14:26:39","modified_gmt":"2023-07-20T13:26:39","slug":"hvad-er-reglerne-for-influencer-marketing-2","status":"publish","type":"post","link":"https:\/\/essencius.dk\/en\/hvad-er-reglerne-for-influencer-marketing-2\/","title":{"rendered":"What are the rules for influencer marketing?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"29730\" class=\"elementor elementor-29730 elementor-12155\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d312cec elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d312cec\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5324883\" data-id=\"5324883\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-da5eeb2 elementor-widget elementor-widget-spacer\" data-id=\"da5eeb2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e4b7e05 elementor-widget elementor-widget-heading\" data-id=\"e4b7e05\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">WHAT ARE THE RULES FOR INFLUENCER MARKETING?<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-972b6ff elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"972b6ff\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5d2a3eb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5d2a3eb\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-847bf8c\" data-id=\"847bf8c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-90f86d1 elementor-widget elementor-widget-image\" data-id=\"90f86d1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/essencius.dk\/wp-content\/uploads\/2021\/08\/influencermarketing-still.gif\" class=\"attachment-full size-full wp-image-11502\" alt=\"regler for influencer marketing\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-549862b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"549862b\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-8dac7dd\" data-id=\"8dac7dd\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d4cef76 elementor-widget elementor-widget-text-editor\" data-id=\"d4cef76\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"fusion-text\"><p><span data-contrast=\"auto\">If you ask most companies, influencer marketing is still a complicated domain. Despite the fact that influencer marketing has become a part of everyday life on social media, most companies still find it difficult to define the line between personal recommendations and <\/span><span data-contrast=\"none\">\u2018real\u2019 advertising<\/span><span data-contrast=\"auto\">. Read along to get a grip on the rules of marketing, and how you mark your posts as advertising on social media legally correct.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p><p><span data-contrast=\"none\">Hidden<\/span><span data-contrast=\"auto\"> advertising has always been forbidden, but on the 25<\/span><span data-contrast=\"auto\">th<\/span><span data-contrast=\"auto\"> of April 2017, a new marketing law was passed. It tightened the requirements of how to <\/span><span data-contrast=\"none\">highlight <\/span><span data-contrast=\"auto\">your social media posts as advertising correctly.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-35465e8 elementor-widget elementor-widget-heading\" data-id=\"35465e8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">When is it advertising? <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7ed75812 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7ed75812\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-28c51125\" data-id=\"28c51125\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-70e1ae6 elementor-widget elementor-widget-text-editor\" data-id=\"70e1ae6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">A good friend recommends you a product. Your friend has bought the product him\/herself and is genuinely very excited about its features. Is that advertising? Where is the line drawn between a simple friendly recommendation and a commercial advertisement?\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p><p><span data-contrast=\"none\">The general of fairtrade <\/span><span data-contrast=\"auto\">categorizes the following as advertising:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p><ul><li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">It is advertising if you pay someone to mention your company (or product) on one or more of their social media platforms<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li><li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">It is advertising if you give someone a discount or other benefits in return for promoting your business, e.g. as your company\u2019s ambassador.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li><li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">It is advertising if someone organizes contests or \u201cgiveaways\u201d in the name of your company<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li><li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">It is advertising if a person mentions: your company, your product &#8211; or links to your website in return for receiving money every time the link is clicked <\/span><span data-contrast=\"none\">and leads to a purchase <\/span><span data-contrast=\"auto\">(also known as an advertising link).<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li><li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">It is advertising when you (a brand\/company) give someone percentages when they\u2019re buying your products in return for them mentioning your company (on their socials)<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li><li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Calibri&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;-&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"5\" data-aria-level=\"1\"><span data-contrast=\"auto\">The last one is a bit tricky but just as important: it is advertising if you send someone a gift with the hope that they might show\/mention your sending on their channels. Even though there is no concrete agreement, in this case, it still counts as advertising and must be highlighted as being a gift.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-871318c elementor-widget elementor-widget-heading\" data-id=\"871318c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">How to make it clear that it is an advertisement? <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1f36b13 elementor-widget elementor-widget-text-editor\" data-id=\"1f36b13\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">It is important to know how to highlight something as an advertisement, especially when working in the domain of influencer marketing. If you\u2019re not observant at this point, you risk that both you, the influencer, and your <\/span><span data-contrast=\"none\">collaborative agency <\/span><span data-contrast=\"auto\">fall foul of the <\/span><span data-contrast=\"none\">Marketing Practice Law<\/span><span data-contrast=\"auto\">. This is due to the fact that <\/span><span data-contrast=\"none\">covert<\/span><span data-contrast=\"auto\"> advertising is illegal, which is also pointed out in the <\/span><span data-contrast=\"none\">Marketing Law<\/span><span data-contrast=\"auto\">, paragraph 6, subsection 4:\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p><p><em>\u201cA tradesman must state the commercial intent of any type of commercial practice clearly, including advertising. Paragraph 8 applies accordingly.\u201d\u00a0<\/em><\/p><p><span data-contrast=\"auto\">It is important to be aware of one&#8217;s marketing <\/span><span data-contrast=\"none\">obligations<\/span><span data-contrast=\"auto\"> in relation to advertising, no matter if it concerns text, pictures, videos, different platforms, links, or presents.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p><p><b><span data-contrast=\"auto\">Text, pictures, and videos: <\/span><\/b><span data-contrast=\"auto\">The fact that a post includes commercial content \u2013 is an advertisement \u2013 must appear in the headline or in the text of the post (video or picture). <\/span><span data-contrast=\"none\">The general of fairtrade<\/span><span data-contrast=\"none\"> recommends that you use the term <\/span><span data-contrast=\"none\">\u201csponsored\u201d <\/span><span data-contrast=\"none\">or \u201cadvertisement\u201d. It is not enough to write \u201cspons\u201d or #ad.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p><p><b><span data-contrast=\"auto\">Affiliate links\/advertising links<\/span><\/b><span data-contrast=\"auto\">: it must be highlighted clearly that affiliate links\/advertising links count as advertising. <\/span><span data-contrast=\"none\">The general of fairtrade <\/span><span data-contrast=\"auto\">recommends using the term \u201cadvertising link\u201d or <\/span><span data-contrast=\"none\">\u201csponsor link\u201d<\/span><span data-contrast=\"auto\">. This must be done above the advertising link, or in continuation of the advertising link.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p><p><b><span data-contrast=\"auto\">Gifts<\/span><\/b><span data-contrast=\"auto\">: It also must be highlighted as advertising if an influencer chooses to reveal\/present your gift on his\/hers social platform. This must be done by writing one or the other in continuation of the post: \u201cI have perceived this product as a gift\u201d, \u201cI\u2019ve received this product for free\u201d or \u201creceived as a gift\u201d.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1c829b0 elementor-widget elementor-widget-image\" data-id=\"1c829b0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"400\" height=\"677\" src=\"https:\/\/essencius.dk\/wp-content\/uploads\/2021\/08\/frederikke-waerens-instagram-annonce-400x677.jpg\" class=\"attachment-fusion-400 size-fusion-400 wp-image-11499\" alt=\"frederikke w\u00e6rens instagram annonce\" srcset=\"https:\/\/essencius.dk\/wp-content\/uploads\/2021\/08\/frederikke-waerens-instagram-annonce-177x300.jpg 177w, https:\/\/essencius.dk\/wp-content\/uploads\/2021\/08\/frederikke-waerens-instagram-annonce-200x339.jpg 200w, https:\/\/essencius.dk\/wp-content\/uploads\/2021\/08\/frederikke-waerens-instagram-annonce-400x677.jpg 400w, https:\/\/essencius.dk\/wp-content\/uploads\/2021\/08\/frederikke-waerens-instagram-annonce-600x1016.jpg 600w, https:\/\/essencius.dk\/wp-content\/uploads\/2021\/08\/frederikke-waerens-instagram-annonce-605x1024.jpg 605w, https:\/\/essencius.dk\/wp-content\/uploads\/2021\/08\/frederikke-waerens-instagram-annonce.jpg 709w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-86f95e3 elementor-widget elementor-widget-text-editor\" data-id=\"86f95e3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><em><span class=\"TextRun SCXW31461797 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW31461797 BCX4\">This picture represents an example of <\/span><span class=\"NormalTextRun SCXW31461797 BCX4\">paid<\/span> <span class=\"NormalTextRun SCXW31461797 BCX4\">influencer marketing <\/span><span class=\"NormalTextRun SCXW31461797 BCX4\">partnership between <\/span><span class=\"NormalTextRun SCXW31461797 BCX4\">Driscoll\u2019s Danmark and Frederikke <\/span><span class=\"SpellingError SCXW31461797 BCX4\">W\u00e6rens<\/span><span class=\"NormalTextRun SCXW31461797 BCX4\">.<\/span><\/span><span class=\"EOP SCXW31461797 BCX4\" data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-60fd69f elementor-widget elementor-widget-heading\" data-id=\"60fd69f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Three final pieces of advice from us <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7a5451d elementor-widget elementor-widget-text-editor\" data-id=\"7a5451d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b><span data-contrast=\"auto\">Common sense and clear communication: <\/span><\/b><span data-contrast=\"auto\">It all comes down to this: common sense and clear communication. <\/span><span data-contrast=\"none\">As pointed out earlier<\/span><span data-contrast=\"auto\">, it can be difficult to distinguish between an influencer and a <\/span><span data-contrast=\"none\">regular<\/span><span data-contrast=\"auto\"> person, who simply possesses a high number of followers on social media. Therefore, it is always a good idea when sending a gift to an influencer, to append a card saying that \u201cthis gift must be highlighted as an advertisement if posted on socials\u201d.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p><p><b><span data-contrast=\"auto\">Make a contract: <\/span><\/b><span data-contrast=\"auto\">It is always a good idea to make a contract between your company and the influencer if you wish to start a collaboration. Hereby, you minimize the risk of your product not being announced as advertising, and thus the risk of <\/span><span data-contrast=\"none\">getting in conflict with the Marketing Law.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p><p><b><span data-contrast=\"auto\">Sharpened rules when it comes to kids and teenagers<\/span><\/b><span data-contrast=\"auto\">: It is important to know that the rules of marketing are straitened when <\/span><span data-contrast=\"none\">it comes to <\/span><span data-contrast=\"auto\">kids and teenagers, e.g. when <\/span><span data-contrast=\"none\">promoting<\/span><span data-contrast=\"auto\"> alcohol. If an influencer\u2019s target audience is under the age of 25, <\/span><span data-contrast=\"none\">you\u2019re not allowed to use the one influencer for advertising alcohol.\u00a0\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-72349b1 elementor-widget elementor-widget-heading\" data-id=\"72349b1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Where can I read more? <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3f94340 elementor-widget elementor-widget-text-editor\" data-id=\"3f94340\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span class=\"TextRun SCXW171006314 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW171006314 BCX4\">If you are interested in more information about legal marketing<\/span><span class=\"NormalTextRun SCXW171006314 BCX4\">, we have collected some suggestions for further reading:<\/span><\/span><span class=\"EOP SCXW171006314 BCX4\" data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p><p><span data-contrast=\"none\">The general of fairtrade <\/span><span data-contrast=\"auto\">has created a <\/span><a href=\"https:\/\/www.forbrugerombudsmanden.dk\/media\/49742\/17-10423-20-gode-raad-til-influenter-om-skjult-reklame_m-billeder-3044183_1_1.pdf\">guide to influencers about how to avoid hidden advertising. <\/a><span data-contrast=\"auto\">The guide is easily read and provides a clear understanding of how to highlight posts as advertisements correctly.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Check out the <\/span><a href=\"https:\/\/danskelove.dk\/markedsf\u00f8ringsloven\">Marketing Law paragraph 2<\/a><span data-contrast=\"auto\">, if you want to avoid any misunderstandings (<\/span><span data-contrast=\"none\">regarding advertising<\/span><span data-contrast=\"auto\">).\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Read more about our work with influencer marketing <\/span><a href=\"https:\/\/essencius.dk\/en\/services-2\/influencer-marketing-2\/\">here.<\/a>\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e250bc0 elementor-widget elementor-widget-heading\" data-id=\"e250bc0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Need help? <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-59e8353 elementor-widget elementor-widget-text-editor\" data-id=\"59e8353\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span class=\"TextRun SCXW57091872 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW57091872 BCX4\">We hope that our input has given you <\/span><span class=\"NormalTextRun SCXW57091872 BCX4\">the <\/span><span class=\"NormalTextRun SCXW57091872 BCX4\">courage <\/span><span class=\"NormalTextRun SCXW57091872 BCX4\">to<\/span> <span class=\"NormalTextRun SCXW57091872 BCX4\">work with (more) influencer marketing<\/span><span class=\"NormalTextRun SCXW57091872 BCX4\">. <\/span><span class=\"NormalTextRun SCXW57091872 BCX4\">If you\u2019re left with any questions<\/span><span class=\"NormalTextRun SCXW57091872 BCX4\">,<\/span><span class=\"NormalTextRun SCXW57091872 BCX4\"> or nee<\/span><span class=\"NormalTextRun SCXW57091872 BCX4\">d help <\/span><span class=\"NormalTextRun SCXW57091872 BCX4\">finding \u2013 or contacting \u2013 <\/span><span class=\"NormalTextRun SCXW57091872 BCX4\">the<\/span><span class=\"NormalTextRun SCXW57091872 BCX4\"> perfect<\/span><span class=\"NormalTextRun SCXW57091872 BCX4\"> influencer,<\/span><span class=\"NormalTextRun SCXW57091872 BCX4\"> please contact Maria Gamarra<\/span><span class=\"NormalTextRun SCXW57091872 BCX4\"> at +45 30 26 03 08 or send an e-mail: <\/span><\/span><a class=\"Hyperlink SCXW57091872 BCX4\" href=\"mailto:mg@essencius.dk\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"TextRun Underlined SCXW57091872 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW57091872 BCX4\" data-ccp-charstyle=\"Hyperlink\">mg@essencius.dk<\/span><\/span><\/a><span class=\"TextRun SCXW57091872 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW57091872 BCX4\">.\u00a0<\/span><\/span><span class=\"EOP SCXW57091872 BCX4\" data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e3ad4d5 elementor-widget elementor-widget-heading\" data-id=\"e3ad4d5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Download our Influencer Marketing guide <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-3b110e8 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3b110e8\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-e129d9c\" data-id=\"e129d9c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cd6d15a elementor-widget elementor-widget-text-editor\" data-id=\"cd6d15a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"ac-designer-copy\"><p><span data-contrast=\"auto\">We have created a booklet that contains tips and tricks, as well as four decisions you must make before choosing an influencer <\/span><span data-contrast=\"none\">to promote your brand. <\/span><span data-contrast=\"auto\">It is perfect for strengthening your influencer strategy and becoming wiser about influencer marketing. Besides that, downloading the guide will give you<\/span> <span data-contrast=\"auto\">access to our newsletter and secure you a head start on the market of communication.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">We hope that you and your company will find our guide useful.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-d88c695\" data-id=\"d88c695\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9590795 elementor-widget elementor-widget-image\" data-id=\"9590795\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"460\" height=\"295\" src=\"https:\/\/essencius.dk\/wp-content\/uploads\/2022\/06\/Book-mockuo-600x427-1-460x295.png\" class=\"attachment-portfolio-two size-portfolio-two wp-image-12102\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-35fce7f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"35fce7f\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b9d66c9\" data-id=\"b9d66c9\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-956f61c elementor-widget elementor-widget-heading\" data-id=\"956f61c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Get the guide here!<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-82fd495 elementor-widget elementor-widget-html\" data-id=\"82fd495\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"_form_21\"><\/div><script src=\"https:\/\/essencius.activehosted.com\/f\/embed.php?id=21\" type=\"text\/javascript\" charset=\"utf-8\"><\/script>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d834858 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"d834858\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[],&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-1eeb209\" data-id=\"1eeb209\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b9eb94f elementor-widget elementor-widget-heading\" data-id=\"b9eb94f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Share This Article<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-f35294a\" data-id=\"f35294a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-be68dbe elementor-share-buttons--view-icon elementor-share-buttons--skin-flat elementor-share-buttons--shape-circle elementor-share-buttons--color-custom elementor-grid-0 elementor-widget elementor-widget-share-buttons\" data-id=\"be68dbe\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"share-buttons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-grid\" role=\"list\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_facebook\" role=\"button\" tabindex=\"0\" aria-label=\"Share on facebook\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-facebook\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_twitter\" role=\"button\" tabindex=\"0\" aria-label=\"Share on twitter\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-twitter\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_linkedin\" role=\"button\" tabindex=\"0\" aria-label=\"Share on linkedin\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-linkedin\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_email\" role=\"button\" tabindex=\"0\" aria-label=\"Share on email\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fas fa-envelope\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7aecdcc elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"7aecdcc\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e7c7f27\" data-id=\"e7c7f27\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element 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P\u00e5 trods af at influencer marketing er blevet en del af hverdagen p\u00e5 de sociale medier, s\u00e5 er det stadig et omr\u00e5de, som mange, is\u00e6r virksomheder, har sv\u00e6rt ved at finde rundt i. For hvor g\u00e5r gr\u00e6nsen mellem at anbefale [&#8230;]<\/p>\n","protected":false},"author":12,"featured_media":12157,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[54],"tags":[],"class_list":["post-29730","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-da"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What are the rules for influencer marketing? - Essencius<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/essencius.dk\/hvad-er-reglerne-for-influencer-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What are the rules for influencer marketing? - Essencius\" \/>\n<meta property=\"og:description\" content=\"Hvad er reglerne for influencer marketing? P\u00e5 trods af at influencer marketing er blevet en del af hverdagen p\u00e5 de sociale medier, s\u00e5 er det stadig et omr\u00e5de, som mange, is\u00e6r virksomheder, har sv\u00e6rt ved at finde rundt i. 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