Danish influencers Cillemouse and Sus Wilkins have pulled a paid campaign for Meta’s camera glasses after days of online criticism. The charity Julemærkehjemmene has also ended Cecilie Haugaard’s ambassador role.
DR reports that Cecilie Haugaard, known online as Cillemouse, and Sus Wilkins were heavily criticized for a commercial collaboration with the optician chain Synoptik. The campaign promoted Meta’s smart glasses, which have a built-in camera.
According to DR, the criticism was so intense that both influencers halted the collaboration on Friday and removed the ads from their platforms. Wilkins stated that she should have researched the product more thoroughly and been more critical of it. Haugaard said the debate had made her more aware of privacy concerns, including the risk of being recorded without knowing it.
TV 2 reported on August 14 that both influencers deleted their posts and pointed to privacy concerns. The outlet added that Synoptik continues to sell the glasses, but says it instructs staff about proper use of the product.
Charity ends ambassadorship
On the same Friday, Julemærkehjemmene decided to end Haugaard’s unpaid ambassadorship, as reported by BT. The charity’s head of policy and press, Vivi Nør, said the cooperation ended by mutual understanding from that day. Per BT, the charity stated that the Meta glasses partnership was not compatible with the ambassador role.
Meta told DR on Thursday that the glasses include several privacy and safety features. Every pair has a recording LED that flashes when a photo or video is captured, according to the company. Meta stated that the light cannot be switched off, and that the camera is deactivated if the LED is covered or damaged.
The Danish magazines Euroman and Eurowoman have also removed advertisements for the glasses after facing similar criticism, DR reports. An earlier TV 2 report noted that critics have labeled the product “stalkerbriller” and “overvågningsbriller.”
Industry assessment
Nathalie C. Larsen, creative director at the advertising agency Lead Agency, told DR that the intensity of a shitstorm does not always reflect how broad it is. She noted that part of the criticism came from people who do not follow Haugaard, and that her core audience will likely keep following her. Haugaard has about 350,000 followers, according to DR.
Larsen also said those behind the campaign failed to see the obvious problem, given that the product had already been nicknamed “stalkerbrillen” by the public. She argued that followers demand consequences from brands, organizations, platforms and influencers, while still wanting to watch the drama unfold.
BT has described the reaction as a digital shitstorm, with comment sections filling up over surveillance and privacy. According to BT, the glasses are sunglasses fitted with a camera, microphone, speakers and AI functions.
