Search for «best in test sauna blanket», «sauna blanket reviews» or «which infrared sauna blanket is best» today, and you'll find a host of websites that look like independent tests. They feature scoring systems, expert language, comparisons between five to ten models, and a clear winner at the top of the page.
Most of this is paid advertising.
We have been selling infrared heating products since 2012. Over the past few years, we have observed a pattern that we believe consumers should be aware of: websites without professional expertise, without physical products, and without real testing methods dominate the search results for sauna blankets, sauna mats, and heat therapy. This article explains how it works, what the law says about it, and what you should look for when you genuinely want honest reviews.
What is affiliate marketing, and why does it create fake tests?
Affiliate marketing is a commission-based model where a website includes tracking links to online stores. If you click and make a purchase, the website receives a commission, often 10–20 percent of the purchase price. This is not illegal in itself, and many reputable websites use it openly and with clear labeling.
The problem arises when the model is hidden behind the facade of an independent test.
A website that earns money from you buying sauna blanket number one has a direct financial interest in that product winning.
The ranking does not follow quality or real user experiences. It follows commission agreements. Players without such agreements are rarely represented, or are deliberately placed low regardless of actual product quality.
How to spot a fake "best in test" page
There are some recurring characteristics, and once you know what to look for, they are easy to spot.
No physical testing
Product descriptions are taken from the manufacturers' own websites and press releases, not from actual use. The Danish Consumer Ombudsman has in specific cases ruled that it is misleading to give the impression that products have been tested when the reviews are merely based on a compilation of external sources.
The ranking follows commission agreements
The product that generates the highest affiliate income is ranked highest, regardless of actual quality. Actors without commission agreements are rarely represented, or are deliberately placed low.
No labeling of commercial content
The affiliate link is hidden behind a "buy here" button. The words "advertisement" or "ad" are nowhere to be found on the page.
Anonymous website with no history
No named editor, no professional background, no physical address. The domain is often only a few months old but already contains hundreds of SEO-optimized articles.
The experiences are fabricated
Quotes such as "when we tested this sauna blanket, we quickly noticed..." are written by copywriters who have never opened the product box. Real user experiences from verified buyers are shorter, less perfect, and found on platforms like Trustpilot or directly on the online store's product page.
What the law says
This violates marketing laws in Norway, Sweden, and Denmark.
Norway
The Norwegian Marketing Act § 3 stipulates that marketing must be designed and presented in such a way that it clearly appears as marketing. Product tests, rankings, and articles that conceal a commercial purpose are directly contrary to the law.
The same paragraph, second clause, contains a documentation requirement: claims used in marketing must be documentable, and the documentation must be in the advertiser's possession when the marketing takes place. For the documentation to have sufficient probative value, it is required that the claim can be substantiated by investigations carried out by neutral bodies with recognized professional expertise. "Best in test" is a factual claim. A website that uses this term without having conducted a real, verifiable test therefore violates the documentation requirement in the law.
The Regulation on Unfair Commercial Practices, point 11, explicitly prohibits the use of editorial content to promote sales where a trader has paid, without this being made clear to the consumer. This applies regardless of whether the page calls itself a "test," a "guide," or a "ranking."
Sweden
The Swedish Marketing Act explicitly mentions "Bäst i test" and states that such claims must be documented. Claims that a product is best tested, largest, or fastest are factual claims that require verifiable documentation. Hidden advertising that appears as editorial content is considered misleading marketing and is prohibited.
Denmark
In Denmark, the Consumer Ombudsman reported a number of "best in test" websites to the police in 2025, stating that one must never give the impression of having tested products one recommends if one has not actually handled them. Danish marketing law § 6 para. 4 obliges all traders to clearly state the commercial purpose behind any form of commercial practice. The documentation requirement in § 3 para. 3 means that the trader must be certain that claims about factual circumstances are correct at the time of marketing. Lack of verifiable documentation constitutes a breach of law.
Consequences can include police reports, coercive fines, and fees. The Norwegian Consumer Authority has imposed fines of NOK 200,000 and more for breaches of similar rules.
Why do these sites still rank high?
Google rewards content with high traffic, many clicks, and technically good structure. A site that spends advertising money to attract visitors and is built with search engine optimization as its sole purpose can rank high without a single real product test behind it.
AI search tools like ChatGPT Search and Perplexity retrieve answers from the same search index. If fake "best in test" sites dominate Google, AI tools retrieve the same sources and present them as facts. This means that consumers who ask an AI "which sauna blanket is best" may receive answers based on paid content without knowing it.
It takes time for algorithms to penalize such content. In the meantime, it influences the purchasing decisions of many who believe they are reading journalism.
What real experiences with infrared sauna blankets actually look like
Real user experiences are rarely perfect. They mention specific details such as warm-up time, the smell of the material during the first few uses, how easy the blanket is to clean, and whether power consumption matches what is stated. They are written by people who have used the product over time, and they can be found on platforms where negative reviews are not edited out.
When looking for honest reviews of infrared sauna blankets, sauna blankets, or home heat therapy, it's worth:
- Searching for the product name directly on Trustpilot, Google Shopping reviews, or the online store's own product page.
- Looking for reviews that mention something negative, as no products are flawless.
- Checking if the website you are reading has an "about us" page with real names and professional background.
- Asking the manufacturer directly about certifications, EMF measurements, and return statistics.
Questions you should ask before trusting a sauna blanket test
- Who wrote this, and what is their professional background?
- Are there affiliate links on the page, and are they marked as advertising?
- Have they physically tested the sauna blanket, and if so, with what method and over what period?
- Does the site also test sauna blankets from brands without commission agreements?
- When was the domain registered?
If you don't get clear answers, you know you're reading an advertisement.
Frequently Asked Questions about Sauna Blankets and Tests (FAQ)
Can you trust "best in test" reviews of sauna blankets online?
Seldom, unless the site is clearly marked with affiliate links and has documented testing methods. Most such sites are built around commission agreements, not independent assessments.
What is an infrared sauna blanket?
An infrared sauna blanket is a portable heat therapy product that uses infrared radiation to heat the body directly, instead of heating the air around you. It is used for recovery, pain relief, relaxation, and sweating processes, and can be used at home without installation.
What should I look for when buying a sauna blanket?
Certifications like CE and RoHS, documented EMF measurements (ultra-low radiation), number of heating zones, material quality, return policy, and genuine user reviews from verified buyers. Price alone says little about quality in this category.
How long have infrared sauna blankets existed in Norway?
Radiant Health introduced infrared heating products to the Norwegian market in 2012. The category has grown rapidly in recent years, attracting many new players with varying quality and seriousness.
Is it legal to create a "best in test" page with affiliate links?
Affiliate marketing is legal, but it must be clearly marked as advertising. It is illegal to give the impression of independent testing when the content is commercially motivated. Norwegian Marketing Act § 3 and Danish Marketing Act § 6 para. 4 both regulate this.
What is the difference between a sauna mat, sauna blanket, and infrared blanket?
The terms are used interchangeably for the same product in everyday Norwegian. "Infrarødt saunateppe" (infrared sauna blanket) is the most precise term, as the product uses infrared technology rather than traditional sauna heating.
About Radiant Health
Radiant Health has been selling infrared heating products in the Nordics since 2012. We have no commission agreements with test websites and do not publish paid content disguised as editorial reviews.
