A review of formal and informal regulations in the Nordic influencer industry
Abidin, Crystal; Hansen, Kjeld; Hogsnes, Mathilde; Newlands, Gemma; Nielsen, Mette Lykke; Yung Nielsen, Louise; Sihvonen, Tanja (2020-05-30)
Nielsen, Mette Lykke
Yung Nielsen, Louise
Julkaisun pysyvä osoite on
©2020 The Author(s) and Nordicom. This is an Open Access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY-NC-ND 4.0).
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.
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