Markus Räikkönen, the ex-partner of former Finnish Prime Minister Sanna Marin, has been warned by the Advertising Ethical Council (MEN) regarding his Instagram posts that were deemed to be hidden advertisements. The council raised concerns about posts where he showcased products from the brand Ryoko by wearing their sunglasses and described his style as 'Dubai-style' without disclosing that these were paid advertisements. This lack of transparency was the focus of MEN’s investigation, which found that Räikkönen's posts could mislead consumers into thinking they were genuine style statements rather than paid promotions.

The brand Ryoko has acknowledged that the posts might appear as advertisements and stated to MEN that they understand the ethical implications behind the representations. Räikkönen himself noted that he received the branded products at no cost and later added the label 'ad' to indicate the promotional nature of these posts. This response reflects an attempt to comply with advertising standards, yet it raises questions about the effectiveness of such disclaimers in protecting consumers from potentially misleading content.