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



Summary of 2021

In 2021, RO received 660 complaints, a decrease of 4 % compared to the previous year. In total 212 decisions where announced during the year, which is an increase of 8 % compared to 2020. The percentage of assessed ads that are in breach of the ICC code is 70 % (147 decisions).

The most common causes for complaints is misleading advertising (40 %), gender discriminating advertising (27 %) and ad identification (13 %).

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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.

Complain here

Media coverage

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