The encyclopedia · Advertising & PR · Marketing decision · 2026
Nordic Nest influencer's 'Adlink lampa på rea' link was not an ad label
An Instagram Story pushing a Nordic Nest lamp used 'Adlink lampa på rea' as its only marker; RON said consumers could not tell it was an ad.
Nordic Nest AB · 2026-05-19
What happened
An Instagram Story by influencer Klara Doktorow promoted a lamp from home-and-interiors retailer Nordic Nest. The only commercial marker was a link reading 'Adlink lampa på rea' (Adlink lamp on sale).
Nordic Nest and the influencer sought reconsideration of an earlier ruling, arguing the link and the surrounding content made the commercial nature clear.
The Opinion Board rejected the reconsideration, holding that each ad unit is assessed on its own and that clarifying information on intermediate landing pages is not considered.
Because the average consumer could not readily tell the post was commercial, the ad breached Articles 7 and 18 of the ICC Code, which require commercial communication to be clearly identifiable as such.
Why it happened
- A single attached link is not a label the eye registers as advertising
- The ruling is judged on the post itself, not on what the landing page later explains
- Asking for a second opinion bought no sympathy when the unit still failed the identification test
The lesson
A hyperlink is not an advertising label. If the ad is only identifiable after a click, the consumer has already been shown commercial content they did not know was commercial.
Aftermath
The Opinion Board denied the reconsideration and upheld the earlier finding. The Instagram Story breached Articles 7 and 18 of the ICC Code.
Sources
spotted an error? The club wants to know.
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Somewhere, someone solved the problem this company failed at. 2nd Opinion →
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