Consumer watchdog files complaint over Red Bull's influencer ads targeting minors
Forbrugerrådet Tænk has lodged a complaint with the consumer ombudsman, accusing Red Bull Denmark and influencer Rasmus Søndergaard of breaching marketing law by promoting energy drinks to audiences under 18.
Forbrugerrådet Tænk submitted formal complaints to the Forbrugerombudsmanden concerning Red Bull Denmark ApS and influencer Rasmus Søndergaard ApS over alleged illegal promotion of energy drinks. The council claims the collaboration places Red Bull branding, products and merchandise prominently in Søndergaard's Twitch, YouTube and TikTok content, which is regularly viewed by thousands of minors. Under Danish marketing law, such advertising is prohibited because energy drinks are deemed unsuitable for people under 18.
The complaint also implicates DayZeroAgency ApS, which manages the influencer, and Ultra ApS, which handles Red Bull events. Miriam Michaelsen of the Medierådet for Børn og Unge emphasized that a significant share of the audience on these platforms is underage, reinforcing the council's concerns about irresponsible marketing practices.
Why it matters
It highlights potential illegal targeting of minors by a major brand, raising consumer protection and public health concerns.
In this story
