Bernhard Ellefsen, the editor of Morgenbladet, has publicly criticized NRK's treatment of the celebrity couple Jutta Leerdam and Jake Paul, describing it as naive and poor journalism. His tirade emphasizes a broader issue concerning the media's promotion of an algorithm-driven beauty ideal, particularly in the context of female athletes, exemplified by Leerdam, a Dutch speed skater who has gained fame both for her athletic achievements and her social media presence.

Ellefsen's critique highlights a specific frustration with how commentators are portraying Leerdam. He expressed his exasperation with NRK's coverage during the Olympics through a visceral commentary, indicating that the way her appeal is discussed contributes to a cultural obsession with looks rather than sports performance. The remark reflects a growing discontent among some audiences over superficial media narratives that prioritize celebrity status over athletic accomplishments.

In a follow-up article, Ellefsen continued to voice his dissatisfaction with NRK's website, pointing out that their framing of Leerdam and Jake Paul not only flattens their individual identities but also misrepresents the complexities involved in their public personas. By calling out what he sees as the media's failure to provide honest commentary, Ellefsen aims to spark a conversation about the standards of reporting in sports journalism and the influence of social media on public perception, urging outlets like NRK to adopt a more nuanced approach in their coverage.