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FIELD: Sofie Karlstad was sent to Fim for marketing that can create body pressure. Photo: Anniken Aronsen
Influencer Sofie Karlstad gets a fresh scratch on paint after a lightly dressed ad campaign for beta carotene.
The company Norisma and the influencers and former participant of “Paradise Hotel” Sofie Karlstad is a member of the Professional Committee of Influencer Marketing (Fim) for the commercialization of “Sunny Bears Beta Carotene”.
– There have been external complaints about the commercialization of this product, says the manager of the secretariat Wenche Jacobsen in Fim to VG.
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The influencer has posted a series of bikini photos where she poses with a box of Norisma’s “Sunny Bears Beta Carotene” dietary supplement. Fim believes that this marketing creates body pressure:
“After an overall assessment related to Fim’s guidelines, Fim finds that the alleged influencer marketing for Sunny Bears from Norisma in collaboration with Sofie Karlstad is not acceptable. The assessment places particular emphasis on the fact that Karlstad’s overall profile “As well as the instruments of the specific campaign, they seem to be naked and centered in the body. Sofie Karlstad has many young fans and, therefore, she must show special care”, it says in the decision.
VG has been in contact with the chairman of the board, Norisma, Omar Bekheet and Karlstad. VG has presented both criticisms. Norisma has not responded to VG’s inquiries, while Karlstad does not wish to comment on the matter.
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The press release reads as follows:
“The committee has concluded that marketing creates body pressure and is contrary to Fim guidelines.”
Norisma and Karlstad have also not responded to inquiries from Fim regarding the complaint or the decision, he says.
This is the second time that Karlstad has participated in Fim. The last time he tried to market protein powder, which on his Instagram account he called fat burning.
– What are the consequences of a conviction in Fim?
– The sanctions of being fined are simply negative publicity, says the head of the secretariat, Jacobsen.
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The beta-carotene product is a dietary supplement that some people use to tan.
– Beta carotene is not that easy to market without showing the skin, but there is something in the way it is made. Sofie Karlstad has many young fans. So it is important to be careful. Fim believes this marketing contributes to body pressure, says Jacobsen.
She says it’s important for influencers and businesses to be followed when it comes to social media marketing.
– It is important to protect children and young people from the more aggressive influencer marketing of products related to dietary supplements and cosmetic procedures.
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