Northug warned over Burger King ads potentially reaching children

Norwegian health authorities have issued a warning to ski champion Petter Northug and Burger King Norge regarding a Snapchat advertising campaign. The Directorate of Health believes the ads, which appeared as organic messages in users' chat feeds, violated regulations against advertising fast food products to children.

The Directorate cited a study indicating that 70 percent of children aged 9 to 18 use Snapchat, making the direct advertising format particularly concerning. "This form of advertising for products included in the product list is in violation of the regulation's advertising ban," the Directorate stated in a letter dated July 3.

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This form of advertising for products included in the product list is in violation of the regulation's advertising ban.

Burger King, however, disputes the claim. Marketing manager Yngve Angelo told VG that the company's assessment is that the campaign complied with regulations. He stated that the ads included age restrictions and were targeted at individuals over 18. The company also noted that the campaign is no longer active and they are in dialogue with the Directorate.

Petter Northug, who has had a partnership with Burger King for two years, has not yet responded to VG's inquiries. If the situation is not rectified, Northug and Burger King could face mandatory fines, with the funds going to the state.

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Our assessment of the campaign is that it is in line with the regulations. The ads were set up with age restrictions and were targeted at people over 18 years of age.