Brand Tracker

Welcome to the automated Brand Tracker diaries.

Norway

NewsLab’s film for Forbrukerrådet viewed by 4.5 million

Brand: Forbrukerrådet

Campaign: Enshittificator

Source: https://www.kom24.no/august-jorfald-enshittificator-forbrukerradet/ny-millionsuksess-for-newslab/952494

Goal: To raise awareness about product longevity and circular choices

Claim: Too many products die too early. Quality must become the norm again.

Media: X, Instagram, YouTube

Summary: Forbrukerrådet's latest campaign video, produced by NewsLab, has gone viral, garnering 4.5 million views across various platforms in just a few days. Launched on September 15, the campaign addresses the issues of product longevity and aims to promote circular economy choices. The video combines humor with a relatable theme about products failing too soon, resonating with viewers and prompting discussions on consumer rights and responsibilities.

Finland

Market Court: Elisa’s Campaign Was Not Targeted Customer Marketing – Operator Received a €100,000 Fine

Brand: Elisa

Campaign: Etuhinta

Source: https://www.markkinointiuutiset.fi/artikkelit/markkinaoikeus-elisan-kampanja-ei-ollut-kanta-asiakasmarkkinointia—operaattorille-100-000-euron-uhkasakko

Goal: To promote discounted prices for loyal customers

Claim: Loyal customers pay less than other customers

Summary: The Market Court determined that Elisa's Etuhinta campaign was not targeted customer marketing, as it failed to disclose the lowest price of phones over the past 30 days. The Consumer Ombudsman argued that consumers have the right to clear and accurate information about discounts to better assess the value of offers. The court imposed a €100,000 fine on Elisa for misleading advertising practices, which were deemed to be pricing announcements rather than targeted campaigns.

advertising law consumer rights