Reklamombudsmannen is financed through a voluntary annual fee by The Industry: Advertisers, ad-producers, advertising agencies, media agencies, media and platforms as well as Multi-channel Networks.

Financing self-regulation

A well-functioning self-regulation will raise the ethical standards in the field of advertising, and with it, the trust in advertising increases among consumers. For self-regulation to serve its purpose all parties are required to take responsibility for their messages, and make sure they abide by the standards as drawn up by the advertising community. Reklamombudsmannen sets the Swedish norms and benchmarks for advertising directed at the Swedish market, ensuring compliance with the ICC Advertising and Marketing Communications Code. Reklamombudsmannen gives consumers, companies and organisations the possibility to have advertising examined and reviewed accordingly.


Reklamombudsmannen is financed by the Industry, among others advertisers, ad-producers, advertising agencies, and different media, through a voluntary annual fee. Around 400 companies are financiers today. When financially contributing to the services provided by RO, companies show their willingness to do their part for a well-functioning self-regulated advertising market.

By being a financier, you will gain knowledge and recieve guidance that can give a competitive edge as ethics are in high demand among consumers and the society as a whole.

As a financier you will receive:

  • Tailor-made seminars, both digital and on-site.
  • The possibility to attend special seminars on current topics.
  • Copy Advice when needed, where RO provides guidance on specific ad material before being launched.
  • The ability to use the RO-signet ”Ethical Advertising”, on your website and/or in your marketing.

What RO does

Reklamombudsmannen is a foundation, initiated by The Association of Swedish Advertisers and Näringslivets Delegation för Marknadsrätt in 2009. Corresponding self-regulatory systems exist whitin in the European Union and other parts of the world, of which RO is a member representing Sweden. Within the EU the self-regulatory systems are coordinated through the umbrella organisation European Advertising Standards Alliance (EASA), which is situated in Brussels, Belgium. The global network of self-regulatory organisations, ICAS, covers all continents and coordinates standards for self-regulation worldwide.

Want to know more?

Please direct questions about financing to Lennart Pöppel via e-mail or telephone +46 (0)73 330 77 61.

Interested in more information about RO? Please contact us via [email protected] or telephone +46 (0)8 662 05 50.

Contribute to a high ethical standard

As of 2023, the annual fee amounts to 1 per thousand of the previous year's media investment according to statistics from Kantar SIFO with a calculation of digital advertising based on IRM's statistics. The fee is a minimum of SEK 10,000 and a maximum of SEK 80,000.

Video: Advertising self-regulation