What does the law actually say about digital marketing?

What does the law actually say about digital marketing?Marketing digitally is easier than ever – but also more regulated. Did you know there are laws that dictate exactly how you can advertise, write copy, collaborate with influencers, and collect leads?

This is regulated by what is often referred to as the Digital Marketing Act, where both Swedish law (MFL) and new EU regulations set clear requirements for companies operating online.Here’s a quick guide to what you really need to keep in mind:

You must ensure that:

• Everything you say must be accurate (price, product, delivery, etc.)

• It must be clear that it’s advertising – no hidden collaborations

• You may not use aggressive methods such as pressure tactics or misleading wording

• Digital marketing is vital for growing your business, but it’s equally important to follow the law

If you break the rules, the Swedish Consumer Agency or a court may order you to change or stop your ads.

New EU laws – DSA & DMA

Since many of us use digital platforms like Meta, Google, and TikTok, new EU regulations also apply:

• DSA (Digital Services Act): Aims to make advertising more transparent – requirements to remove illegal content – primarily applies to large digital platforms.

• DMA (Digital Markets Act): Aims to reduce the dominance of tech giants – ensures smaller companies get fairer competition conditions.

This affects both how your ads are displayed – and how you as a business can use platforms.

And how does it work with cookies and consent?

If you track visitors on your website – for example, via Meta Pixel, Google Analytics, or other tools – you must by law inform the visitor and obtain consent before tracking occurs.This means it’s not enough with a banner just saying that cookies are used – the user must actively choose to accept them.

This is regulated by both GDPR and the ePrivacy Directive, and applies even if you’re a small business using ready-made platforms such as Shopify or Wix.

5 things you should always keep in mind in your digital marketing:

1. Always disclose advertising – especially in influencer collaborations.

2. Provide correct information – no fake prices or misleading offers.

3. Avoid deception – write clearly what you actually offer.

4. Respect privacy – don’t send ads to anyone who hasn’t agreed to receive them.

5. Stay updated – regulations change quickly, especially within AI and data.