Martin Lidegaard faces criticism over supermarket promotional video

Danish Minister for Business and Competition, Martin Lidegaard, is facing criticism following an Instagram video posted during the opening of the Alma supermarket in Rungsted. In the video, Lidegaard is seen running through the store to select ingredients for a three-course meal within one minute, describing various products as ‘wonderful and organic’.

Legal expert and lawyer Heidi Højmark Helveg has assessed that the video constitutes a violation of laws regarding hidden advertising. She noted that the content is clearly inspired by ‘empty the store’ commercials and serves the commercial interests of the supermarket, meaning it should have been explicitly marked as an advertisement.

While Bent Greve, a professor at Roskilde University, noted that no specific law prohibits such a video—especially since the Minister did not actually purchase the items—critics and social media users have questioned whether such promotional behavior is appropriate for a government minister.