A Review of Formal and Informal Regulations in the Nordic Influencer Industry

Crystal Abidin, Kjeld Hansen, Mathilde Hogsnes, Gemma Newlands, Mette Lykke Nielsen, Louise Yung Nielsen, Tanja Sihvonen

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

This article provides a systematic review of laws, guidelines, and best practices related to the Nordic influencer industry as of the year 2020. We highlight some nuanced differences or shortfalls across Denmark, Finland, Norway, and Sweden, and give some policy recommendations to national governments and industry in order to maintain a professional Nordic standard. The article identifies a degree of social, cultural, and economic coherence in the Nordic context that allows for the Danish, Finnish, Norwegian, and Swedish influencer industries to be viewed as a collaborative entity. It then reviews the status of income and tax procedures, and the regulation of commercial disclosures for influencers in the Nordic region. It is hoped that this research contributes to strengthening the integrity and rigour of the Nordic influencer industry to serve as a model for other regional networks of influencers.
Original languageEnglish
JournalNordic Journal of Media Studies.
Volume2
Issue number1
Pages (from-to)71-83
Number of pages13
ISSN1601-829X
DOIs
Publication statusPublished - Jun 2020

Keywords

  • Influencer industry
  • Regulation
  • Policy
  • Social media
  • Nordic media

Cite this

Abidin, C., Hansen, K., Hogsnes, M., Newlands, G., Nielsen, M. L., Nielsen, L. Y., & Sihvonen, T. (2020). A Review of Formal and Informal Regulations in the Nordic Influencer Industry. Nordic Journal of Media Studies., 2(1), 71-83. https://doi.org/10.2478/njms-2020-0007