The Swedish Consumer Agency (Sw. Konsumentverket) has been commissioned by the Swedish government to strengthen its efforts related to influencer marketing, with particular emphasis on safeguarding children and young people.
As part of this mandate, the Agency shall, inter alia, report both on its supervision of marketing activities carried out by influencers, and on how the Agency has communicated legal requirements to relevant actors in the industry. Furthermore, the Agency shall evaluate whether additional guidance targeting influencers could enhance consumer protection, as well as assess the potential need for regulatory amendments.
Influencer marketing is an area of particular focus for the Agency. In late April 2025, the Agency announced that it had initiated supervision against over 50 influencers and advertisers. For further details, please refer to our previous article here.
