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 2022

In 2022, RO received 617 complaints, a decrease of 7 % compared to the previous year. In total, RO and RON (the Jury) announced 185 decisions during the year, which is a decrease of 13 % compared to 2021.

The proportion of ads judged to be in breach of the ICC code was 75 % (139), an increase of 6 %. Almost half of the decisions are about misleading advertising, such as environmental claims, price claims and sale offers in retail, the food industry and the beauty and health industry.

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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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