Finnish musician Anssi Kela received an enormous Christmas calendar weighing over 50 kilograms from the online retailer Verkkokauppa.com, which contained 24 boxes of sweets. Kela shared this surprise on Facebook, expressing his gratitude towards Verkkokauppa.com. However, this gift sparked controversy as a private individual filed a complaint with the Ethical Council of Advertising, raising concerns that the gift could be perceived as covert advertising, given Kela's known fondness for the sweets included in the calendar.

Verkkokauppa.com clarified to the Ethical Council that the situation emerged on social media when users began tagging Kela in posts about the company's candy calendar. Since Kela is well-known for his love of the sweets involved, the company decided in October to surprise him with the calendar delivery. The company stated that they did not have prior agreements regarding advertising or social media posts with Kela and believed that their quick, spontaneous decision did not necessitate labeling the commercial collaboration if Kela chose to share the gift online.

This incident highlights the complexities surrounding social media marketing, especially when it intersects with public figures and potential advertising regulations. The outcome of the complaint could set a precedent for how similar situations are approached in the future, indicating a need for clearer guidelines in influencer and advertising relations, particularly in Finland.