Markedsføringslovens forbud mod skjult reklame blev ændret, for at kunne imødegå den skjulte reklame, der kan finder sted i bl.a. opslag på sociale medier. Efter ændringerne trådte i kraft den 1 juli. 2017, modtog forbrugerombudsmanden en række forespørgsler fra influenter, der nu var i tvivl om rækkevidden af reglerne om forbud mod skjult reklame. Tvivlen opstod, da vurderingen af, om der foreligger skjult reklame, nu er tilstedeværelsen af en kommerciel hensigt, mens skjult reklame tidligere kun kom på tale, når der forelå en aftale mellem en influent, fx en blogger, og en virksomhed. Forbrugerombudsmandens råd kan ses i deres helhed her
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