Finland: Finnish Competition and Consumer Authority adopted updated influencer marketing guidelines

On 31 January 2025, the Finnish Competition and Consumer Authority (KKV) adopted revised guidelines on influencer marketing. The objective of these guidelines is to ensure transparency in social media advertising by clarifying the obligations of influencers and businesses under Finnish consumer protection laws. The guidelines are applicable to any form of social media marketing in which influencers promote products, services, or brands in exchange for financial compensation. The guidelines stipulate the requirement for advertisements to be distinctly labelled and disclosures to be visible at the commencement of the content. Both influencers and businesses bear the responsibility for ensuring compliance, and the guidelines delineate specific regulations for various platforms and content types.