The Finnish public broadcaster Yle's series 'Sointu Borg & Tyrkyt' has drawn criticism from influencer Joonas Pesonen, who questions the use of taxpayer money for the show that features eight social media influencers competing for a management contract. Pesonen highlighted the awkward position this places other individuals in the same field, who may wonder why their activities are not similarly funded by public resources. His comments on Instagram have sparked broader discussions about the appropriateness of public funding for ventures that heavily involve commercial interests.

In response to the criticism, Elsa Tolonen, the commissioner of the show, clarified that 'Sointu Borg & Tyrkyt' aims to illuminate the mechanisms of commercial influence that permeate society today. The program seeks to explore how social media influencers operate as modern advertisers and how they utilize emotional messaging to sway public perception and consumer behavior. Tolonen emphasized the educational intent behind the series, aimed at raising awareness about the commercial strategies used by influencers and their implications.

This situation highlights ongoing debates in Finland about the use of public funds in media and entertainment. As public broadcasting faces increasing scrutiny over its financial decisions and content choices, discussions about transparency and accountability are becoming ever more relevant. Critics argue that funding should be allocated to content that serves the broader public interest, further complicating the landscape for funding creative industries in Finland.