A Danish YouTuber fed kids 100 shots and 52 energy drinks — DKK 120,000

Martin Guldborg was one of Denmark's bigger YouTubers for younger viewers — 251,000 subscribers on YouTube, 47,000 followers on Instagram. Two of his videos crossed the line the Marketing Practices Act draws around children. In one, he and a guest tasted 100 different alcoholic drinks as shots over an hour and twenty minutes; he got drunk and vomited on camera, and the video drew close to 750,000 views. In the other, he tasted 52 energy drinks. Both were freely accessible to viewers under 18.

The Consumer Ombudsman reported him to the police, and on 15 June 2026 the Esbjerg city court fined him 120,000 kroner (case 98-1703/2025). The court found he had indirectly encouraged children and young people to dangerous behaviour, and had shown and mentioned alcohol and energy drinks in content directed at under-18s — which Danish law simply prohibits. The merch links under the videos ('Find mit HELT NYE Merchandise her') were hidden advertising too: with a young audience, commercial content must be explicitly labelled 'reklame'. A '16+' disclaimer at the start changed nothing.

Guldborg had pushed back when the Ombudsman first intervened in 2023: the video was marked 16+, he said, and he was not responsible if children watched anyway. In court he admitted the facts. Consumer Ombudsman Torben Jensen called drinking 100 shots in a video freely available to under-18s 'both illegal and irresponsible': creators whose audience is minors have a duty to keep the content safe.