The video shows Busch in a grocery store wearing work clothes from ICA, one of Sweden's largest grocery chains. According to major media reports, the video's purpose was to talk about the government's reduction of the food VAT. The reporter alleges Busch is making advertising for the grocery giant without labeling the content and that she received payment for the TikTok post.
In response, the Christian Democrats' press officer, Arvid Janson, states that the accusations that Busch received payment or made advertising for ICA are unfounded. Janson states that Busch visited an ICA store a week before the VAT reduction to talk about how the reduction affects the store, borrowed clothes, helped change price tags, and did not receive any payment for the video. According to Sveriges Radio Nyheter, Joakim Nergelius, a professor in constitutional law, described the video as potentially favoring a specific chain.
One could say that this is a pull for a certain chain.
It remains unknown whether the Swedish Consumer Agency will investigate the report, the identity of the person or entity that filed it, the specific legal basis cited regarding 'surreptitious advertising,' or if ICA had any involvement or prior knowledge of the video.
Hi, I really tried but, unfortunately the job went to someone else. But I still got an important task – I'm going to lower prices. It's actually the case that the food VAT is halved on April 1 – no, it's not a joke. It will be noticed in the grocery stores, keep an eye out next week.
A week before the food VAT was reduced, she visited an ICA store to talk about how the VAT reduction affects the store. Once on site, she also got to try working. She borrowed clothes and helped change price tags to help the store with the price reductions. Ebba has not received any payment for the video.