About Reklamombudsmannen
Reklamombudsmannen (RO) or the Swedish Advertising Ombudsman is a self-regulatory organisation founded by the Swedish advertising industry. RO receives complaints about advertising and reviews whether commercial advertising is compliant with the ICC Marketing Code.
RO also provides information, guidance and training in the field of ethical marketing. Financiers of RO may receive copy advice on specific campaigns.
Review and compliance
Training
Guidance
The new Marketing Code
From January 1, 2025, Reklamombudsmannen will apply the International Chamber of Commerce's new, updated Marketing Code to complaints against advertising.
The new rules include, among other things, AI-generated advertising, marketing communications delivered via influencers and algorithms, and a new chapter on advertising aimed at children.
Download the new Marketing Code here >
Recent decisions
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Make a complaint
RO handles complaints about advertising and applies the ICC Advertising and Marketing Communications Code from the International Chamber of Commerce (ICC) when reviewing advertising.
RO only handles complaints about advertising aimed at the Swedish market. RO does not handle complaints concerning non-commercial advertising such as political or religious messages.
