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The Norwegian Consumer Agency has concluded that Sofie Steen Isachsen (26), better known as Sophie Elise, has been “grossly negligent” and has violated the Marketing Law on several points.
It’s an example that you started a collaboration with Petter Stordalen Strawberry Publishing this summer.
The 26-year-old’s task was to start a book club for her followers and, through a new Instagram account that was created in March, she has shared advice on books.
Must be pocketed after the ad blast
Followers have also been able to sign up for a scheme that allows them to send the books recommended by the influencer.
In the letters Dagbladet has had access to, sent to both Isachsen’s company and the publisher, now FThe Norwegian Consumer Agency states that the Marketing Act has been violated on several points.
Therefore, they have reported significant fines of NOK 200,000 and NOK 300,000 to Sophie Elise AS and Strawberry Publishing AS respectively.
“Give back”
In July, the editor and influencer received referrals for the collaboration. At that time, however, the audit had not resulted in a violation. Now, however, they have changed.
In March, Isachsen encouraged followers on his original Instagram account, where he has close to half a million followers, to follow a new user.
“Instagram is just a modest start to 2020 where I finally get something extra in return,” he writes in the first post.
However, it was not said that Sophie Elise AS would later also want to get a bit more back, more specifically jingling coins in the box, something the Consumer Agency believes was the intention from the start.
In the first six posts, he has said that the purpose of the Instagram account is to share the joy of reading and inspiration, and he recommended five books, including one of his own. First in the seventh post, which is also about his own book, it is marked as advertising.
At first, the account was also marked as a “personal blog.” It wasn’t until the book club’s launch in June that the collaboration with Strawberry Publishing and the commercial purpose of the Instagram account was announced.
– Spitting in the working day
The Norwegian Consumer Agency clearly states in its conclusion that Sophie Elise AS has acted in an unreasonable business practice and has therefore violated section six of the Marketing Act.
“Gross negligence”
Isachsen has also encouraged followers of the account to click on a link in the profile description – “then something very exciting awaits you.”
Those who clicked on the link, however, were sent to a landing page for the book club. There they could also sign up with an email address to access Isachsen’s new website, but it was not indicated that they would also receive e-marketing inquiries, so-called newsletters.
Here, too, the audit concludes with violations, in section 15 on restrictions on the use of certain communication methods.
You lied about buying an apartment
The Norwegian Consumer Agency describes the violations as “gross negligence” and further claims that Isachsen has repeatedly received letters from them since 2012 explaining the rules on hidden advertising.
The audit letter states that the publisher denies that it was advertised for the book club before the official launch this summer, but the audit believes that it has always been the plan to launch the commercial service and that therefore the consumer you have been exposed to marketing without you being aware of it.
Hired attorney
Both parties have until January 15 to comment on the notification, before the Norwegian Consumer Agency makes a final decision.
Alexander Even Henriksen, chief executive of Strawberry Publishing, tells Dagbladet that attorney Jon Wessel-Aas has been asked to evaluate the notice and respond on behalf of the publisher and Isachsen within the deadline.
– We recently received this notice. The case raises questions about what and from what moment something is considered marketing under the law, in cases where a business concept is developed based on someone’s personal profile on social media, he writes in a text message.
Dagbladet has so far failed to get a comment from Isachsen.
– Disrespectful and sad
In recent years, the Norwegian Consumer Agency has concluded several offenses from the influencer industry. Those who have violated the marketing law include Anne Brith Davidsen, Ariel Søyland and Fie Laursen.
However, only once before, the Norwegian Consumer Agency imposed a fine. In 2018, blogger Anna Rasmussen was fined 100,000 kroner after running contests without handing out prizes.
