How Nordic influencers label ads on Instagram
Regulators across the Nordics are tightening up on hidden advertising: Sweden's Konsumentverket published a new report in 2026, Norway started fining influencers, and the EU is preparing rules of its own. We looked at 30,510 recent Instagram posts by 3,140 creators in the Nordics to see how ads are actually labelled.
11% of posts carry an ad label, about 1 in 9. Below: which words creators use, whether the label is visible, and what each country's rules ask for.
What we found
- 11% of posts carry an ad label, about 1 in 9. 46% of creators labelled at least one of their recent posts.
- 75% of labelled posts use the word the regulator asks for (Reklam, Reklame, Annons, Annonse, Annonce or Mainos). The other 25% rely on words like “collaboration”, “#ad” or “sponsored”, which regulators have said aren't clear enough on their own.
- 86% of labels are visible before “… more”. In 14% of labelled posts, a reader has to open the caption to see that it's an ad.
- Almost nobody hides the label only in hashtags: 2.1% of labelled posts.
- 27% of posts with a discount code carry no ad label. A discount code alone usually means a commercial post.
Which words creators use
Share of labelled posts using each word. A post can use more than one.
We read the caption text. Instagram's own “Paid partnership” tag isn't visible to us, so posts that use only that tag count as unlabelled here.
Country by country
Each country has its own rules and its own habits.
| Country | Posts labelled | Creators who label | Use the recommended word | Label visible before “more” |
|---|---|---|---|---|
| Sweden15,860 posts | 8.9% | 43% | 67% | 89% |
| Norway7,256 posts | 11% | 45% | 81% | 88% |
| Denmark5,801 posts | 14% | 54% | 81% | 77% |
| Finland1,593 posts | 15% | 63% | 88% | 87% |
By niche
Share of posts with an ad label. Niches where brands work with creators a lot label more often. Niches with at least 1,500 posts.
What the rules say
The basics in each country. All four ask for a clear word at the start of the post, not hidden in hashtags or behind “more”.
Sweden
Konsumentverket (Sweden)- Write “Reklam” or “Annons” at the start of the post, so it is clear before anyone reads on.
- “I samarbete med” or “#samarbete” on their own have been judged not clear enough.
- The company behind the ad is responsible, and the creator can be responsible too.
Norway
Forbrukertilsynet (Norway)- Mark the post “Reklame” or “Annonse”, visible straight away without clicking.
- It applies to your own products and brand too, not only paid deals.
- Words like “sponset” or “samarbeid” are not enough. Forbrukertilsynet has fined influencers since 2026.
Denmark
Forbrugerombudsmanden (Denmark)- Start the post with “Reklame” or “Annonce”, before anything else.
- “I samarbejde med” plus a tag of the brand is not enough.
- Gifts must be stated, and posts with affiliate links or discount codes count as advertising.
Finland
KKV, Consumer Ombudsman (Finland)- Start with “Mainos” (recommended) or “Kaupallinen yhteistyö”, followed by the company or brand.
- The label must not be hidden in hashtags or behind “read more”.
- Labels like “PR”, “saatu” (received) or “lahja” (gift) are not enough on their own.
A summary, not legal advice. The regulator's own guidance decides; follow the links for the full text.
Checklist for a correctly labelled post
- Use your country's word: Reklam/Annons (SE), Reklame/Annonse (NO), Reklame/Annonce (DK), Mainos (FI).
- Put it first in the caption, in the visible part before “… more”, and on the image or video itself for Stories and Reels.
- Name the brand: “Reklam för [brand]”.
- Label gifted products, affiliate links and discount codes too.
- Use Instagram's “Paid partnership” tool as well, not instead.
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More reports
How we counted
- 30,510 Instagram posts published in the last year by 3,140 Nordic creators with at least 10,000 followers, from public profiles in our database.
- A post counts as labelled when its caption contains a label word or phrase as a whole word or hashtag: reklam, annons, reklame, annonse, annonce, mainos, ad, sponsored (and Nordic spellings), samarbete and its Nordic forms, “i samarbete med” and similar, kaupallinen yhteistyö, paid partnership.
- “Visible before more” means the label starts within the first 125 characters, roughly what Instagram shows before the caption is cut off.
- The “recommended word” is the one each regulator asks for: Reklam or Annons in Sweden, Reklame or Annonse in Norway, Reklame or Annonce in Denmark, Mainos or Kaupallinen yhteistyö in Finland.
- We can't see which posts were paid for, so this measures how creators label, not who breaks the rules. Instagram's own “Paid partnership” tag isn't in our data. No creator is named; only totals are shown.
Questions
How should an Instagram ad be labelled in Sweden?
Konsumentverket asks for “Reklam” or “Annons” at the very start of the post, visible without opening the caption. “I samarbete med” on its own has been judged unclear. Across the Nordics, 75% of labelled posts use their country's recommended word.
Is “#ad” enough?
Usually not in the Nordics. Regulators ask for a clear word in the local language at the start of the post. An English “#ad” at the end of a caption, among other hashtags, is easy to miss.
Is Instagram's “Paid partnership” tag enough?
Regulators recommend using it together with your own label in the caption, not instead of it.
Do gifted products need a label?
Yes. If you got the product for free and post about it, it is marketing. Danish and Finnish guidance say so explicitly, and “PR” or “gift” on their own aren't enough.