“Medicine against hair loss – Update”. This is how influencer Sofie Steen Isachsen, better known as Sophie Elise, begins a video on Snapchat in July this year. The video is about the drug Lonolox. Sophie Elise wanted to share her experiences with Lonolox after many questions from her followers, and shared this video on Snapchat. Photo: Sophie Elise / Snapchat It is a medicine against hair loss, and the influencer both talked and wrote about his experiences with it: “And yes, the hair is starting to grow more on the WHOLE body. I don’t think any medicine can make you ONLY get better hair on your head, and not otherwise”. “So here it is! Have used it since the turn of the month April – May, and now notice a real difference. Remember to take a screenshot, because the questions come daily”. What the influencer did here is a breach of the pharmaceutical regulations. This has been established by the Directorate for Medical Products (DMP). Influence In the decision from the Directorate for Medical Products (DMP), emphasis is placed on the fact that Sophie Elise has shared pictures of the medicine and claims that the medicine should work. – When it comes to prescription drugs like what Sophie Elise is talking about, it is simply not allowed to advertise them to the general public. That’s what doctor Ingrid Aas says in DMP. Ingrid Aas is a senior physician in the Directorate for Medical Products. Photo: Caroline Roka The video also contained text showing which clinic can prescribe the medicine. – When well-known people and influencers talk about medicines in that way, we know that they have great influence, says Aas in the directorate. The medicine that Sophie Elise wrote about is for people with hereditary hair loss. It is only available in liquid form in Norway. The active substance minoxidil in tablets is not approved in Norway, and requires a special application from the doctor. Wanted to talk about personal experiences Sofie Steen Isachsen writes in a text message to news that she has not received payment for the video. – You are a very experienced influencer. Did you not consider that this could be illegal? – No, this happened as part of an exchange of views and I probably thought that you were free to mention such products. She goes on to say that the post was posted in a hurry, and that it was out for 24 hours. Sophie Steen Isachsen will not appeal the decision from the DMP. Photo: Robert Rønning / news In a reply to DMP, her lawyers have written that the aim of the video should have been to share personal experiences with the medicine because she had received many questions from followers about it. – A very central part of the short and sober post focused on the experience that the medicine promoted hair growth all over the body, which cannot be considered a positive (sales promotion) statement or a statement about “healing” or “preventive” properties, write the lawyers hers. The influencer says to news that the decision will certainly have an impact on what she wants to publish in the future. And almost at the same time as she was caught for breaking the law, another well-known profile, comedian Maria Stavang, was caught for breaking the same regulations. The joke with Paracet – I just wanted to make a sketch, says Stavang to news. The comedian, who is known under the name Piateed, says that she was surprised when the Directorate for Medical Products got in touch and informed her that she had broken the law. The background was that this summer, Stavang shared a video on TikTok with the title “When the influencer forces his girlfriend to participate in an advertising collaboration”. Paracetamol, which is used to treat moderate pain and fever, was a central part of the content of the video. Maria Stavang deleted the Paracet video as soon as she became aware that it broke the regulations. She will not appeal the decision. Stavang said that she “in collaboration with Paracet” should show the mountain that can get rid of headaches. “…and then you just take the Paracet and then you’re ready to have a nice day without having a headache…”, she said in the video, before giving a demonstration of taking Paracet. – I did not know that I broke the law with humor. What I did was obviously nonsense, says Stavang. It does not help that she is a comedian Ingrid Aas in the directorate says that they cannot take into account that the video was intended as a funny sketch. – We think that famous people who have great influence should be careful what they joke about. It is sufficient that there are only a few people who misunderstand it, and use the medicines in a risky way, says Aas in DMP. She says that Paracet can be harmful to the liver if used incorrectly. The fact that Stavang is a comedian by profession, or that she was not paid for the post, does not change the directorate’s assessment. – If this sketch had been broadcast in a comedy program on TV, would it still have been raining as an advertisement? – In this particular case, we consider that it is such a serious violation that we would consider a warning also if it had been published as a sketch on news, says Aas. Stavang remove the TikTok video immediately. In and of itself, she thinks it’s good that the directorate is doing its job. – This shows that they follow along, she says. Neither Stavang nor Isachsen have to pay fines. They must also not publish posts where they say they have been caught for illegal advertising. Published 22.10.2024, at 15.11
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