The case summarized IK Start, in collaboration with the cosmetics chain Blivakker, launched the “Blivakker ticket” which provides free entrance to anyone under the age of 18. The Consumer Council is critical of the “Blivakker ticket” and believes there may be a violation of the Marketing Act. The Marketing Act asks for extra caution in marketing against children playing on social uncertainty, poor conscience or poor self -confidence. IK Start sees no problems offering free Blivakker tickets to children. Blivakker entrepreneur Even Øgrey Brandsdal replies that the motivation is to help all children and young people who want to see football can do it for free. IK Start will initiate a dialogue with the Consumer Council to ensure that they stay within the Marketing Act. ———————————— The summary is made by a Ki service from Openai. The content is quality assured by news’s journalists before publishing. – The name “Blivakker” has clear connotations that you are not sufficiently beautiful as you are. These are thoughts that should not be planted in the head of children who are going to a football match. This says Thomas Iversen, head of the consumer and consumer in the Consumer Council. Just before the start of the season, the Sørlandsklubben IK Start, in collaboration with the cosmetics chain Blivakker, has launched tickets that provide free entrance to anyone under 18. With a “Blivakker ticket”, the children and the adults they are in accordance with a place in their own Blivakker field in the South Arena. Thomas Iversen, professional manager and consumer lawyer in the Consumer Council is very skeptical of the “Blivakker ticket”. Photo: Halvor Pritzlaff Njerve / Consumer can be illegal Marketing Act asks for extra caution in marketing against children playing on social uncertainty, poor conscience or poor self -confidence. – By connecting very closely to the brand “Blivakker” and marketing it via the family ticket, you can quickly get into a situation, such as a football club, that you are marketing illegally for children, says Iversen. – Is this a violation of the Marketing Act? – It almost has to consider the Consumer Authority if they create a case on this, but we think it is completely on the limit. The Consumer Authority tells news that they do not comment on individual cases that they have not had for treatment. The Act on Marketing against Children The Marketing Act gives children up to the age of 18 a special protection against marketing from companies. The Marketing Act states that “when a trade practice is directed at children, or otherwise can be seen or heard by children, special care must be made of children’s influence, lack of experience and natural gullness”. In the assessment, emphasis should be placed on whether marketing plays on social uncertainty, poor conscience or poor self -confidence. Companies playing on social uncertainty, encouraging offenses or using frightening tools in marketing can break the law. Source: The Consumer Authority uses the sponsor’s brand name IK Start on its part sees no problem offering free Blivakker tickets to children. -No, we have entered into an agreement with Blivakker, where they spend free entrance to all children, as a measure to make it easier for children and families to make the trip to Sparebanken Sør Arena in these animal times, says general manager Sveinung Hedding-Valvik. – Couldn’t you call the ticket something else? – When a sponsor chooses to sponsor a ticket, we think it was natural to use the sponsor’s brand name. The CEO of Start, Sveinung Hedding-Valvik, has no qualms about having its own Blivakker field for children and young people in the South Arena. Photo: Kjetil Samuelsen / news Blivakker entrepreneur Even Øgrey Brandsdal answers in writing to news’s interview. – Our motivation is to help all children and young people who want to meet the old people to see “The Hero from Southern Norway” play football for free. Blivakker’s main target group is women and men between the ages of 25 and 50. -Does the ticket have to be called the Blivakker ticket? -It could probably also have been referred to as the news ticket, but maybe it will be wrong considering that it is Blivakker who has sponsored and not news? This replies the idea what is the idea behind the “Blivakker ticket”? Einar Øgrey Brandsdal, founder blivakker.no: It was about Start to need money to buy footballer Norheim. On this occasion, I got a tip on how we could secure both a player and at the same time make sure that all children and young people in Kristiansand could get into all series of matches and cup matches for free. Not all children and adolescents are born with a silver spoon in their mouths. There are a good measure that equates all children and young people. Free starting match for all children and young people regardless of their parents’ finances. Journalist: The Marketing Act asks for extra caution in marketing against children playing on social uncertainty, poor conscience or poor self -confidence. “Blivakker” means that you are basically not beautiful, and can just play on some children’s poor self -confidence and social uncertainty. Does not IT start the Marketing Act by having free “Blivakker tickets” for children? We can state that we contacted the Consumer Council yesterday. They stated that they have not taken any active role in the case. They inform us that they receive hundreds of such inquiries annually. They have not looked at this case specifically, but have stated to news on a general basis. Journalist: What do you think about children with a free ticket to sit on a sponsored Blivakker field at the stadium? I think children and young people will greatly appreciate meeting many ever-old and watching the heroes from Southern Norway for free. It is also entirely possible for children and youth to watch Start matches without using the ticket ticket, but then you have to buy cars at regular price. Journalist: Does the ticket be called the Blivakker ticket? It could probably also have been referred to as the news ticket, but maybe it will be wrong considering that it is Blivakker who has sponsored and not news? Journalist: Is the most important thing for you to sponsor free tickets to families with children who can’t afford to go to the Start match, or to promote Blivakker? Our motivation is to help all children and young people who want to meet the old people to watch the heroes from Southern Norway play football for free. Blivakker’s main target group is women and men between the ages of 25 and 50. Journalist: What do you think about the brand name Blivakker is constantly exposed to discussion? Blivakker is a brand that has existed since 2007. Over the years we have been committed to promoting diversity and various expressions. If someone chooses to interpret the brand name negatively, it is of course sorry, but we cannot control how others choose to perceive us. What we can control is how we act as a player in society, and our focus has always been to support initiatives that promote activity, community and inclusion. When it is mentioned that our name can send incorrect signals, it can also be interpreted as an expectation that girls and women should not engage in beauty because this is “traditional.” For us, it is about giving the focus and the opportunity to be yourself back to the individual – to say that you are beautiful on your own terms. Blivakker has supported many sports teams over several years, and we have seen how such cooperation can contribute positively to the sport and the local community. Our goal has never been to define beauty for anyone. We have always worked to promote that all people are unique and beautiful in their own way. This has been an important topic in our recent marketing campaigns, where we focus on diversity and that everyone has different needs. In our relaunch, we work actively to break with old norms that limit people based on gender or age. Will be in dialogue with the Consumer Council IK Start experiences the collaboration with Blivakker as good. – We have different family concepts aimed at different groups. It was our thought with this ticket that we should make the product available to all children in an expensive time, says Hedding-Valsvik. Sparebanken Sør Arena is the home course of IK Start as a player in the 1st division. Photo: Hans Erik Weiby/news on questions about what the club thinks about the criticism, says Start general manager that they have not been contacted by the Consumer Council. -After we were submitted to the criticism from the Consumer Council via news at the end of last week, we will initiate a dialogue with the Consumer Council and ensure that we stay within the Marketing Act in relation to the communication around the offer, says Hedding-Valvik. – Very problematic in the past, sponsor Blivakker has created debate in Kristiansand. 16 of the players in Våg’s women’s team chose to leave the club as a result of the conflict around the Blivakker logo. The players and several parents then reacted to the girls running around with the Blivakker logo on the suits. Spokesman for Våg’s women’s team at that time, Sigrid Granum, believes the Blivakker logo does not belong to free children’s tickets either. – My immediate thought is that this is very problematic, says Granum. Sigrid Granum and 15 other girls left IK Våg after an inflamed debate about becoming a beautiful logo on the football suits. Photo: Vetle Hjortland / news – I think both the name and the association it provides, does not belong anywhere in advertising that directly hits children and young people, says Granum. – What do you think Start should do now? – I think they should reconsider the name, says Granum, and suggests that the ticket should rather be called the “Youth Ticket”. Published 15.03.2025, at. 07.44
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