The Federation for Influencers & Bloggers is urging the government to raise the age limit in its proposal to ban advertisements for unhealthy food aimed at children, suggesting an increase from 15 to 18 years old. Chairperson Lisbeth Kiel Bjerrum stated the industry already adheres to an 18-year limit.

The Federation, an independent group within the Danish Union of Journalists, voiced its support for the government’s initiative but believes a more ambitious approach is necessary. According to Bjerrum, its members agree that an 18-year limit is more appropriate.

Bjerrum also emphasized the need for increased resources for the Consumer Ombudsman to effectively enforce the regulations if the bill is passed. She noted the current lack of resources hinders the enforcement of existing rules for influencers.

The proposed change to the Marketing Practices Act, part of the government’s upcoming cancer plan 5, comes after instances like influencer Alexander Husum’s advertisement for The Burger Concept, which drew criticism from the Danish Consumer Council Think. The Consumer Council upheld the complaint that the fast-food chain targeted children with unhealthy advertising.

While the Burger Concept disagreed, the case highlighted the issue. Bjerrum pointed out that attention should not only be focused on influencers but also on the advertisers who commission these campaigns.