Nordnet får kritikk for markedsføring og bruk av influencere

Nordnet is facing criticism from the Norwegian Financial Supervisory Authority (Finanstilsynet) over its marketing practices and use of influencers. The supervisory authority is particularly concerned about Nordnet's lack of sufficient procedures to identify and monitor customers engaging in risk-heavy trading behavior. The supervisory authority notes that Nordnet has addressed two of the three points, but plans to tighten up.

The supervisory authority also criticized Nordnet for its use of an unknown influencer in marketing, stating that the posts lacked clear labeling to indicate that the content was advertising. Furthermore, the content might have been perceived as investment advice or recommendations. Nordnet has ended its collaboration with the influencer and tightened its use of editorial partnerships with professional actors.

The supervisory authority points out that Nordnet does not provide investment advice, but still believes they need control functions to identify trading patterns requiring closer monitoring. Nordnet emphasizes that they do not engage in investment advice, but the supervisory authority urges them to improve their procedures for capturing trading patterns that warrant further investigation.

The supervisory authority does not require Nordnet to intervene in customers' investment choices, but highlights that their procedures should be strengthened to flag patterns that would trigger warnings or a new suitability assessment. Nordnet acknowledges the challenge of intervening in customers' investment strategies without providing investment advice and risking a conflict of interest, but intends to work on improving their procedures and controls.

The supervisory authority also criticized Nordnet's use of an unnamed influencer for marketing purposes, noting that the posts lacked clear labeling indicating that the content was advertising.