Too sexy! Candy ad featuring skier Johannes Klæbo faces ban

Cross-country skiing star Johannes Klæbo recently appeared in an ad for Norwegian confectionery brand Nidar. While seemingly harmless, the ad sparked controversy for being deemed… overly sexual.

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According to Bild, the advertisement may violate Norway’s Marketing Act. But what’s the issue?

The promotional image features Klæbo shirtless, holding a pack of sweets in his hand, and staring at the viewer with a seductive gaze.

“There’s a risk of violating the Marketing Act. If it were an ad for car tires, it would be less problematic since children and young people don’t buy those. But this is candy, and that makes it worse,” consumer rights lawyer Frode Elton Haug told NRK.

Vetle Olsen-Ryum, a representative from an eating disorder advocacy group, criticized the ad even further, stating, “He’s a skier, not an adult film actor, so he shouldn’t look like this.”

A spokesperson for Orkla Group, the parent company of Nidar, explained that the intent was to be playful, not provocative. However, in response to the backlash, they announced that the ad would be withdrawn.