Influencer marketing in Norway, Denmark and Finland works much like in Sweden, but the platforms people use every day, the labelling rules and the faces audiences trust differ from country to country. A Nordic campaign therefore needs one shared idea and local execution: local creators where it matters, labels in the local language and media planned per market. Heading into 2027, brands that plan the Nordics as four markets with one strategy avoid the most common and most expensive mistakes.

How do social media habits differ between the Nordic countries?

Each country measures social media use differently, so the figures are not directly comparable, but they show clear patterns:

• Norway: according to Statistics Norway (SSB), 82 percent of the population used social media on an average day in 2025. Facebook was used by 63 percent, Snapchat by 58, Instagram by 46, YouTube by 34, TikTok by 25 and LinkedIn by 8 percent on an average day. Among 13–16-year-olds, 83 percent used Snapchat and 75 percent TikTok daily.

• Denmark: according to Statistics Denmark, 91 percent of 16–74-year-olds used social media in the first half of 2023. Facebook was used by 84 percent, Instagram by 56, Snapchat by 45, LinkedIn by 33 and TikTok by 19 percent. All 16–19-year-olds had a profile on at least one service.

• Finland: according to Statistics Finland, 64 percent of 16–89-year-olds used social networking services daily or almost daily in 2025 – 94 percent among 16–24-year-olds but 37 percent among 65–74-year-olds. That table does not break use down by platform.

• Sweden, for comparison: according to Internetstiftelsen, 49 percent of Swedes used Facebook daily in 2025, 47 percent Instagram, 31 percent YouTube, 25 percent Snapchat and 14 percent TikTok.

What this means for brands: Facebook and Instagram are broad channels for adults in Norway, Denmark and Sweden. Snapchat is a mass-market platform in Norway – used by 58 percent on an average day – which makes Snapchat ads and creators more relevant there. Check reach per country in each platform’s own audience tools before you set the media split.

What are the labelling rules in Norway?

Forbrukertilsynet, the Norwegian Consumer Authority, states that hidden advertising is prohibited and that a consumer should never have to search or scroll to discover that a post is advertising. The label should come first, and Forbrukertilsynet recommends the words reklame or annonse. It does not consider Instagram’s paid partnership label clear enough on its own and recommends adding reklame or annonse. Every frame in a series of stories must be labelled. The advertiser has the main responsibility and must instruct and follow up its influencers, and Forbrukertilsynet does not recommend that advertisers use influencers under 18.

Norway also has a rule that many international brands miss: since 1 July 2022, advertising in which a body’s shape, size or skin has been changed by retouching or other manipulation must carry a standardised mark with the word REKLAME. The mark should cover about 7 percent of the image and sit in the upper left corner, and the requirement also applies to influencers’ paid content – even small edits such as a removed pimple.

What are the labelling rules in Denmark?

The Danish Consumer Ombudsman (Forbrugerombudsmanden) recommends writing reklame for [brand] or annonce for [brand] as the first words of every post. Each post and each story must be labelled individually, and content without text needs the label on the image or video itself. Tags, hashtags, a label at the end of the caption or phrases such as i samarbejde med are not enough, and platform labels such as Instagram’s paid partnership label often do not meet the requirement on their own. Gifts count as advertising. An influencer who runs their profile as a business is independently responsible, and the brand or an agency can also be held responsible. Posts in Danish need a Danish label.

What are the labelling rules in Finland?

Finland’s Consumer Ombudsman, part of the Finnish Competition and Consumer Authority (KKV), published its guideline on influencer marketing in January 2025 and updated it in November 2025. The recommended label is Mainos [brand] or Kaupallinen yhteistyö [brand], at the very start of the text so it is visible without tapping for more; gifted products can be labelled Mainos / Saatu [brand]. Every commercial post and every story frame needs a label, and the platform’s paid partnership tool should be used in addition to your own label, not instead of it. The Consumer Ombudsman can intervene against both the influencer and the company that commissioned the marketing.

What do the Nordic rules have in common?

The principle is the same everywhere: advertising must be recognisable as advertising at first glance. In Sweden, Konsumentverket likewise stresses that the company that hired the influencer has the main responsibility and cannot contract it away. In practice, that means four rules of thumb for a Nordic campaign:

• Put the label first, in the local language: reklame or annonse in Norway, reklame for or annonce for in Denmark, Mainos in Finland, reklam or annons in Sweden.

• Use the platform’s paid partnership tool, but never rely on it alone.

• Label every post and every story frame, including boosted posts.

• Check images for retouching before they run in Norway.

Local faces or one Nordic face?

Both can work. One Nordic face – a person who is genuinely known across borders – gives a consistent message and a single production, and suits launches and big moments. Local faces bring the language, humour and trust of each market. Many brands combine the two: one lead name that ties the region together, and local creators in each country.

A big name can reach far organically in its home market, but rarely in the neighbouring countries. Paid media – whitelisting and partnership ads targeted per country – takes the content further and deeper into the audience in each market.

How do you coordinate a Nordic campaign?

• One brief, local adaptation: a shared idea and key message, with room for each creator to say it in their own way and language.

• Rights per market: agree channels, countries, period and whitelisting for each creator, so content made in one country can be used in another.

• Labels per country: write the correct label wording into each creator’s brief and contract.

• Media per market: separate budgets and targeting for Norway, Denmark, Finland and Sweden, with the platform mix adjusted to local habits.

• Local calendars: check national holidays and school breaks in each country before you set publishing dates.

How does Collabri work with Nordic campaigns?

Collabri works in Sweden, Norway, Denmark and Finland and handles the whole chain: strategy, talent, contracts and rights, production, whitelisting and paid media, and reporting. For Nordic campaigns we agree rights per market from the start, write the right label for each country into the briefs and plan the paid media per country – so one idea can work in four markets.

Key takeaways

• Platform use differs: Snapchat is used by 58 percent of Norwegians on an average day, while Facebook remains broad among adults.

• Norway, Denmark and Finland all want the label first, in the local language, on every post.

• Platform paid partnership labels are not enough on their own in any of the three countries.

• Norway requires a standardised mark on retouched advertising, including influencer content.

• Combine a shared idea with local faces, rights per market and paid media per country.

Frequently asked questions

Can we use the same advertising label in all Nordic countries?

No. The principle is the same, but the wording should be in the language of the post: reklame or annonse in Norway, reklame for or annonce for in Denmark, Mainos in Finland and reklam or annons in Sweden.

Is Instagram’s paid partnership label enough?

Not on its own, according to the consumer authorities in Norway, Denmark and Finland. Use it, and add your own clear label at the start of the post.

Which platforms should we prioritise in Norway?

According to SSB, Facebook and Snapchat are the most used platforms on an average day in Norway, followed by Instagram. For young audiences, Snapchat and TikTok are used daily by a large majority of 13–16-year-olds.

Want help planning an influencer campaign across Norway, Denmark and Finland? Contact Collabri at info@collabri.se. You can also browse our talents and client projects.

Read also

• Collabri’s Talent Network: Well-Known Faces Across Sweden, Norway, Denmark and Finland

• Social Media Advertising in Sweden: Platforms, Targeting and Creator Content Heading Into 2027

• What Is Influencer Marketing? A Complete Guide for 2027

Sources

• Statistisk sentralbyrå (SSB) – Dette er de mest populære sosiale mediene (2026): https://www.ssb.no/kultur-og-fritid/tids-og-mediebruk/statistikk/norsk-mediebarometer/artikler/dette-er-de-mest-populaere-sosiale-mediene

• Statistisk sentralbyrå (SSB) – Norsk mediebarometer 2025 (2026): https://www.ssb.no/kultur-og-fritid/tids-og-mediebruk/artikler/norsk-mediebarometer-2025

• Danmarks Statistik – Danmark bruger sociale medier mest i EU (It-anvendelse i befolkningen 2023) (2023): https://www.dst.dk/da/Statistik/udgivelser/NytHtml?cid=46771

• Statistics Finland – Use of information and communications technology by individuals by gender and age group, 2013–2025 (2025): https://pxdata.stat.fi/PxWeb/pxweb/en/StatFin/StatFin__sutivi/statfin_sutivi_pxt_13ud.px/

• Internetstiftelsen – Svenskarna och internet 2025: Sociala medier (2025): https://svenskarnaochinternet.se/rapporter/svenskarna-och-internet-2025/sociala-medier/

• Forbrukertilsynet – Veileder for merking av reklame i sosiale medier (2026): https://www.forbrukertilsynet.no/lov-og-rett/veiledninger-og-retningslinjer/someveiledning

• Forbrukertilsynet – Veileder for merking av retusjert reklame: https://www.forbrukertilsynet.no/vi-jobber-med/merking-av-retusjert-reklame/forbrukertilsynets-veiledning-om-merking-av-retusjert-reklame

• Forbrugerombudsmanden – Sociale medier (Forbud mod skjult reklame) (2024): https://forbrugerombudsmanden.dk/alle-emner/forbud-mod-skjult-reklame/sociale-medier

• Kilpailu- ja kuluttajavirasto (KKV) – Vaikuttajamarkkinointi sosiaalisessa mediassa (2025): https://www.kkv.fi/kuluttaja-asiat/tietoa-ja-ohjeita-yrityksille/kuluttaja-asiamiehen-linjaukset/vaikuttajamarkkinointi-sosiaalisessa-mediassa/

• Kilpailu- ja kuluttajavirasto (KKV) – New guidelines from the Consumer Ombudsman on labeling influencer marketing (2025): https://www.kkv.fi/en/current/press-releases/new-guidelines-from-the-consumer-ombudsman-on-labeling-influencer-marketing/

• Konsumentverket – Influencers reklaminlägg – regler för företag: https://www.konsumentverket.se/marknadsratt-foretag/influencers-reklaminlagg-regler-for-foretag/

This article was written with the help of AI and reviewed by Collabri.