It is not unusual to come across new beauty treatments in social media these days, and it is often the very biggest influencers who recommend the newest treatments on the market to their followers.
Isabel Raad (29) and Nora Haukland (26) are among the influencers who constantly front the latest trends in skin care, cosmetics and beauty to their huge followings.
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Now they have received harsh criticism from the Norwegian Consumer Protection Authority in connection with the marketing of the new, and not least expensive facial procedure, Morpheus8. The promotion also makes influencer Sara Emilie Tandberg (31) see red.
TV 2 mentioned the matter first.
Targeting children in advertising: – Very problematic
– A big responsibility
On Instagram, among others, Raad and Haukland have introduced Morpheus8 to their followers.
The treatment that beauty salons are now claiming is Hollywood’s new favorite treatment promises to tighten skin and remove fat. It will do this by combining micro-small needles and radio frequency that will reach down to the deepest layers of the skin. It should also help to improve the skin’s natural collagen production.
Nora Haukland appeared on the red carpet after her breakup with Marius Borg Høiby. Video: Karoline Pedersen. view more
A single treatment of the skin procedure can vary from NOK 7,500 to NOK 15,000. The influencers have had the treatment sponsored by Karin Kosmetiske. This causes Tandberg to react.
– As an influencer, you have a great responsibility, especially towards children, and I am tired of hearing the answer from some that “my biggest group of followers are women aged 25+”. Obviously, you don’t just influence your biggest group of followers, Tandberg tells Se og Hør.
– I am so tired
The mother of three believes that it is objectionable both for the clinic and those who promote the treatment, and that it is important to have clear guidelines.
– Regardless of the price of a treatment, one should tread very carefully when encouraging others to have a treatment that tightens and removes fat.
Se og Hør has repeatedly tried to get in touch with Nora Haukland and Isabel Raad in connection with this article. They have not responded to our inquiries.
ADVERTISING: Isabel Raads shared the beauty salon’s discount on Morpheus8. Photo: Screenshot from Instagram/Isabel Raad. Show more RECOMMENDATION: Nora Haukland recommends the skin treatment to her followers. Photo: Instagram/Nora Haukland Show more
– Obviously you are conscious
Tandberg is also clear in his speech about influencers’ influence on a younger audience. She points out that Isabel Raad and Nora Haukland have several children and young people who follow their social channels, and refers to a post on Snapchat shared by Raad.
Dealing with the online roles
In the post, one of the 29-year-old’s followers has submitted a comment. Here she says that she is employed at a children’s school where 6th graders are said to have sung “mamma Raad’s song”. This refers to Isabel Raad’s mother who has previously sung in the influencer’s posts on social media.
– Here it is clear that you are conscious of influencing 6th graders, emphasizes Tandberg, and continues:
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– In this example, it is in connection with something positive, but then you should be quite aware that you are also influencing with other content in an unfortunate direction.
The 31-year-old praises the Norwegian Consumer Protection Authority for addressing the matter, and she also hopes that they will work actively with this in general in the influencer industry.
– When things never have consequences, the result is unfortunately “all PR is good PR”. It seems that the only hope is that some people will be more aware of what they choose to promote.
YOUNG FOLLOWERS: Isabel engages with younger followers. Photo: Screenshot from Snapchat. view more
– Illegal
The Norwegian Consumer Protection Authority’s deputy director, Nina Elise Dietzel, has explained that they consider the circumstances in the case to be “problematic”. They believe that means such as playing on celebrities, trends, a glamorous lifestyle, and using music, humor and emojis, can help to appeal to children.
Tempting discount codes and limited-time offers can also help to appeal to children.
The surgeon put his foot down
– We know that children are active users of social media. Marketing cosmetic interventions and certain cosmetic treatments on platforms where children and young people are active users can in itself be illegal, explains Dietzel.
Marketing against children
Stricter requirements will be imposed on advertising that is aimed at children, or that may be of interest to children.
It is absolutely forbidden to directly encourage children to buy or nag parents to buy something.
Particular attention is also paid to advertising that is aimed at adults but can be seen and heard by children.
(Consumer Authority, 2023)
The deputy director can also tell Se og Hør that they are in contact with Karin Kosmetiste following the promotion of Morpheus8.
– We have received a request from the clinic that wants guidance on the regulations, and in this regard have arranged a guidance meeting next week. The topic of such a meeting will be the special protection that children have against marketing, says Dietzel.
Karin Kosmetiste has so far not responded to Se og Hør’s requests for comment on the matter.
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2023-10-04 15:33:08
#Raser #tired
