Roni Bäck, a well-known influencer who was named Influencer of the Year, posted a critical message on social media regarding the Finnish Competition and Consumer Authority's (KKV) advertising guidelines. The KKV mandates that if a content creator has a commercial partner, they must display the advertisement text throughout the entire duration of their video. Bäck argues that these regulations put content creators in an unequal position compared to traditional media outlets, where the advertising disclosure can be more minimal.

In his post, Bäck provides a comparison: in a YouTube video where a commercial partner is involved, the influencer must verbally mention the partnership, include it in the video description, and keep the text displayed at the bottom of the screen for the entirety of the video. On the other hand, traditional media typically allows for a simple mention like "in collaboration with" or a mention in the credits at the end, which Bäck believes is a less burdensome requirement. This discrepancy, he argues, places digital creators in a challenging position, restricting their ability to communicate with their audience effectively.

Alongside Bäck, 19 other prominent Finnish influencers have signed the protest, including notable figures like Lakko, Eeddspeaks, Miska Haakana, and Auri Kananen. In the comments of Bäck's post, many other content creators expressed their support for the movement, indicating a growing concern within the industry about the regulations that govern their advertising practices, and the need for a reevaluation of these rules to ensure fair treatment for digital influencers.