Influencer Celina Blanche's CV-template TikTok hid its ad label behind 'more'

Influencer Celina Blanche posted a TikTok from her account '@celinablanche' talking about CV templates she created and how they stand out from others on the market. The video opened with the text 'Almost no one buys my CV templates'.

The caption began 'My CV templates are not for everyone (and that is the whole point)', followed by a clickable 'mer' (more) behind which the text continued 'in my profile some week'. The full caption included '(Reklam för mina cv-mallar)' — 'Ad for my CV templates' — but it was only visible after clicking 'more'.

A complainant said the post was not immediately apparent as advertising; Blanche marketed her own templates and urged viewers to 'run and download'. She argued the commercial nature was not meant to be hidden, that the caption did carry an ad label behind the 'mer' link, and that the post was later promoted and marked as promotional content.

The Reklamombudsmannen found the post did not meet the ad-identification requirement: although it contained an ad label, it was only visible after the recipient clicked 'mer', so the average consumer could not easily and immediately tell the post was commercial. It breached Article 7 of the ICC Code.