Fee for Strawberry and Sophie Elise – E24

The Norwegian Consumer Agency believes that companies have violated the ban on hidden advertising and on sending email marketing without valid consumer consent.

In March, blogger and author Sophie Elise Isachsen launched a new Instagram account called “litt.sophie,” where she said she would share posts about, among other things, books she reads and personal texts.

Later, Sophie Elise and Strawberry Publishing launched a book club called “Little Sophie.” Later, the Instagram account “litt.sophie” became an official account of the book club. At the same time, a newsletter with announcements of the new book club was sent to more than 4,000 people.

Rather than clarify the business purpose of the account, consumers have been led to believe that the account was something personal to Sophie Elise, says Director Trond Rønningen of the Norwegian Consumer Agency.

Companies have been given until January 15 to submit their comments on the call.

Dagbladet, CEO of Strawberry Publishing, Alexander Even Henriksen, is told that attorney Jon Wessel-Aas has been asked to evaluate the notice and respond on behalf of both the publisher and Isachsen within the deadline.