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Marketed to children as a smart wish list, Ønskeskyen is in practice an ad platform that exploits behavioral data. It uses an age limit under the legal bar and rejects claims of violations.

A storm of criticism for Ønskeskyen: Beneath the innocent veneer of a wish list lies a hefty marketing engine

Illustration: Christine Vierø Larsen
Illustration: Christine Vierø Larsen
Listen to the articleLæst op af Jakob Sorgenfri Kjær
14:53

More than half of all Danes have a profile on Ønskeskyen. The platform is popular among children and young people who create and update digital wish lists which they share with their friends and family. They follow each other’s lists of desired items, check paid influencers’ consumer wishes, and are exposed to a slew of advertisements for products and brands that are »currently trending.«

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