In Finland, a group of renowned influencers including Roni Bäck, Niko, and Santtu has voiced their opposition to the recent guidelines set by the Finnish Competition and Consumer Authority (KKV). The influencers argue that these directives, which are aimed at regulating how commercial relationships are disclosed in social media influencer marketing, may cause them to fall behind in development. With over 30,000 influencers operating in Finland, most of whom are sole entrepreneurs, they contend that the sector is rapidly expanding, both locally and globally.

The KKV has updated its guidelines on influencer marketing in social media to ensure that companies and influencers comply with the consumer protection law. This includes obligations for labeling commercial posts and disclosing the companies being promoted. Influencers are particularly frustrated by these requirements, as they feel it imposes unnecessary restrictions on their creative output and could hinder their ability to engage authentically with their audience. There is a growing sentiment among them that these regulations do not take into account the unique nature of their work.

The influencers believe that if the KKV's guidelines remain unchanged, especially in relation to platforms like YouTube, it could stifle innovation and growth within their industry. They emphasize the need for regulations that adapt to the evolving landscape of social media and influencer marketing while allowing them to thrive. This pushback represents a larger conversation about the balance between regulation and creative freedom in the digital space, highlighting the challenges faced by content creators in navigating new laws intended to protect consumers while fostering a dynamic and evolving industry.