Sweden

23/4/22. Big Tech companies to face new EU content rules. This is the news that the 'Trilogue' (consisting of representation from the European Commission, the Council of the European Union and the European Parliament) have reached agreement on the Digital Services Act, 'a landmark piece of legislation that aims to address illegal and harmful content by getting platforms to rapidly take it down.' The Council's press release is here

December 2021

December 2021 EASA update on the progress of the Digital Services Act is here

Innocent Drinks case (SW) December 2021. EN commercial here. The link no longer works as Innocent have removed the video from YT, possibly in response to stories such as this one. The commercial, or enough of it, can be seen in this activist video

December 2021 EASA update on the progress of the European Commission Beating Cancer Plan (BECA). The EC plan potentially impacts marketing/ advertising in both the Alcohol category and the Food and Beverages category

December 2021 EASA update on Empowering the Consumer for the Green Transition. The EC has delayed the tabling of this initiative until 30 March 2022. Their ‘sweep’ results checking sustainability claims are here

EC developments September 2021

The Digital Services Act package

EASA's September 2021 update on the DSA here

And on the Better Internet for Children Strategy (BIK strategy) here

And on environmental claims and the new consumer agenda here

EU pages on the Farm to Fork strategy here

The EU’s Green Consumption Pledge Initiative focuses on 'non-food or mixed businesses with direct interaction with consumers'

And complements the EU Code of Conduct for Responsible Food Business and Marketing Practices, in force July 2021

National issues September 2021`

The SRO Ro has a new website, linked accordingly. From Ro: 'A novelty is the new service Kunskapsportalen (members only) where Ro has gathered rules and recommendations regarding the most common issues faced by marketers, as well as guidance through many examples from the Opinion Board's review by the Advertising Ombudsman. A valuable source of information and guidance for marketers to design advertising and marketing communications.' Per the statement, this service is behind a paywall.

August 2021

EU issues: an update on the progress of the Digital Services Act is here, on the Farm to Fork strategy (see below) here, and on 'Green transition' here

March 2021

The Swedish Consumer Agency (KOV) has carried out a review of influencers' posts on Instagram. The conclusion is that advertising identification on Instagram is often insufficient.
The clarity of an advertising identifier is affected not only by the choice of words such as "Paid collaboration with X" or "Advertising", but also by how clear the design of the identifier is, for example the use of placement, text size and contrasting colors. The review included about fifty influencers. KOV will follow up the review and supervisory proceedings may be initiated against the influencers involved. The review is redacted for data privacy purposes.

https://reklamombudsmannen.org/shared-media/pm-tematiska-granskning-av-reklamidentifiering-i-sociala-medier-maskad.pdf (SW)

February/ March 2021

Latest – and significant – news on the EU Farm to Fork strategy here; EU pages on the strategy here

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In the context of Europe’s ‘Beating Cancer Action Plan’, there will be some impact on self-regulation regarding HFSS food advertising, alcohol advertising and Audiovisual Media Service Directive (AVMDS) provisions on commercial communications, similar to the above ‘Farm to Fork’ implications. This relates to the new clauses introduced by the 2018/1808 Directive

The EU’s Green Consumption Pledge Initiative focuses on “non-food or mixed businesses with direct interaction with consumers” and complements the EU Code of conduct for responsible business and marketing practices that will focus on the food sector. This is planned for June 2021

And the ‘green sweep’ - an EU review of websites that make environmental claims - finds that ‘in 42% of cases the claims were exaggerated, false or deceptive and could potentially qualify as unfair commercial practices under EU rules. ‘Greenwashing' has increased as consumers increasingly seek to buy environmentally sound products.’

January 2021

FOOD: the EU's Farm to Fork strategy (EN) underlines that the Commission "will develop an EU Code of conduct for responsible business and marketing practice accompanied with a monitoring framework. The Code will be developed with all relevant stakeholders" in Q2 2021

RO website for latest rulings re Influencers

Digital Services Act; Dec 2020 EASA news

The European Commission presented the Digital Services Act (DSA) that proposes a set of new EU wide rules for digital services, including on online advertising. According to the Commission, “the new framework will rebalance the rights and responsibilities of users, intermediary platforms, and public authorities and is based on European values - including the respect of human rights, freedom, democracy, equality and the rule of law”. The proposal is available here and press release here. The European Parliament and EU Member States will soon start discussing the proposal in the ordinary legislative procedure. In the first week of January, the EU Member States will meet in the margins of the Internal Market Working Party to discuss the proposal

December 2020

Amends to the AVMSD transposed into Swedish law via the Radio and TV Act 2010:696. Scope extended to e.g. video-sharing platforms. See General rules

April 2020

ICAS, EASA and CONARED Statement on the Importance of Responsible Advertising and COVID-19

https://icas.global/icas-easa-and-conared-statement-on-the-importance-of-responsible-advertising-and-covid-19/

December 2020

Amends to the AVMSD transposed into Swedish law via the Radio and TV Act 2010:696. Scope extended to e.g. video-sharing platforms. See General rules

Reduce

News

A. Overview

Sector

SECTION A OVERVIEW

Digital Services Act; Dec 2020 EASA news

General

International

B. Content Rules

Sector

General

International

C. Channel Rules

1. TV/Radio/VOD

Sector

December 2020

General

International

2. Cinema/Press/Outdoor

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General

International

3. Online Commercial Communications

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General

International

4. Cookies & OBA

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General

International

5. Emails & SMS

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General

International

6. Own Websites & SNS

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General

International

7. Native Advertising

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General

International

8. Telemarketing

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General

International

9. Direct Postal Mail

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General

International

10. Event Sponsorship/ Field Marketing

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General

International

11. Sales Promotion

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General

International

D. Advice & Clearance

General

International

E. Links

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General

International