Bianca Ingrosso is one of Sweden’s biggest influencers with millions of followers in social media. She is also behind several companies, the largest and best known of which is the beauty company Caia.
Part of the business model consists of advertising the products in their own social media – but then the content needs to be designed so that it is clear that it is advertising.
The Swedish Consumer Agency has previously noted shortcomings in this particular and threatened Bianca Ingrosso with fines, if the violations continue.
Now the News Agency Siren reports that the Swedish Consumer Agency has received 88 reports of lack of advertising identification against Bianca Ingrosso in one week. The reports concern both her own companies, such as her wearing her jewelery without markings, and other people’s brands.
Hans Lundin is press officer at the Swedish Consumer Agency.
– The only thing we can say is that it is unusual for us to receive so many reports, especially in such a short time. Noting that no less than 50 notifications were registered on Tuesday alone, he writes in an email to DN.
All notifications are about a lack of advertising identification.
– We go through all reports that come in to the Swedish Consumer Agency, but not all of them lead to any action on our part.
The Swedish Consumer Agency’s lawyer Maja Rogemyr last autumn pointed out hidden advertising in social media as one of the biggest problems the authority identifies, both in Sweden and within the EU.
At the same time, the boundaries in social media can sometimes be narrow.
– There will always be an assessment in the individual case and drawing a line against freedom of expression and that you have the right to recommend products you personally like, said Maja Rogemyr.
The Wahlgren-Ingrosso empire is mining gold and the beauty company Caia alone, where Bianca Ingrosso is a co-owner, had a turnover of over SEK 400 million in 2022, while the revenue in her private company landed at around SEK 30 million.
DN has applied for Bianca Ingrosso.
