Arakii is reviewed by the Swedish Consumer Agency
Published 2026-06-29 08.47
The Swedish Consumer Agency is threatening legal action against influencer Hanna Schönberg’s clothing brand Arakii.
The authority considers her Instagram posts to be stealth advertising.
The influencer Hanna Schoenberg runs the clothing brand Arakii AB, where also the boyfriend Eric Saade are co-owners. The company sells exclusive dresses for around SEK 3,000-4,000 and had a turnover of almost SEK 36 million last year, up from just over seven million the year before.
The Swedish Consumer Agency audited Arakii back in 2023 and then found flaws in how the advertising was marked. Now the authority has looked at the company again, writes Borås Newspaper. This time it concerns an Instagram post from February, where Schönberg shows his work in the studio and several garments from Arakii.
Answers that she takes the law seriously
The authority considers the post to be hidden marketing.
“Neither images nor text stand out compared to other content and the average consumer therefore does not understand in a fleeting contact that the post is marketing”, writes the Consumer Agency according to Borås Tidning.
Schönberg has replied through her representative that she takes the law seriously and has spent a lot of time improving procedures. According to the representative, the new review is about where the line is drawn between advertising and her freedom of expression as a designer and public figure.
Repeat violation
The Swedish Consumer Agency disagrees. The authority sees it as a repeated violation of the rules for advertising marking, and will now present the case to the Consumer Ombudsman’s secretariat for “possible legal measures”, writes Borås Tidning. According to the newspaper, it will take place in September.
