Statistics

Summarizing 2018

  • RO and RON announced 178 conclusions during the year where 48 percent  were upheld. The previous year the percentage was 50.
  • The total number of complaints decreased by 11 percent compared to 2017, and the total number of conclusions decreased by 24 percent. The total number of complaints regarding gender discriminatory advertising decreased by 49 percent.
  • Complaints concerning ad identification, specifically complaints against influencers content on social media, decreased in 2018. During the year RO and RON made 12 conclusions regarding ad identification, compared with 41 conclusions the year before.

 

Number of complaints and cases

During 2018 RO received 522 complaints, of which resulted in 231 cases. In each case a conclusion was made. Several complaints may lead to one case. Complaints can be upheld, not upheld or rejected. All conclusions of uphled or not upheld were published on the website reklamombudsmannen.org.

Out of the 178 conclusions made by RO and RON during the year, the complaint was

  • upheld in 86;
  • not upheld in 85; 
  • rejected in 7.

 

Rejected cases

  • During 2018 a total of 50 cases were rejected as concidered being without merit, 7 of these were published on the website as being of special importance.
  • A complaint may be rejected if the announcement is not concidered commercial, is not mainly aimed at the Swedish market, or if the complaint is insufficiently filed.

 

Most common cause

  • Gender discrimination was the most common cause for complaints with 37 percent of conclusions (66 conclusions; 29 upheld).
  • Misleading advertising was the second most common cause for complaints with 32 percent of conclusions (57 conclusions; 35 upheld).
  • 9 percent of conclusions were regarding offensive advertising and/or social responsibility (16 conclusions respectively).

 

Top 3

 

 

 

Summarizing 2017

  • RO and RON announced 230 conclusions during 2017 where 50 percent were upheld. In 2016 the percentage was 49.
  • The total number of complaints increased by 15 percent compared to 2016, and the total number of conclusions increased by 6 percent. The number of complaints regarding gender discriminatory advertising decreased by 17 percent.
  • Complaints concerning ad identification, specifically complaints against influencers content on social media, increased in 2017. During the year RO received 46 complaints compared to 20 complaints in 2016.

 

Number of complaints and cases

During the year RO received 588 complaints, of which resulted in 279 cases. In each case a conclusion was made. Several complaints may lead to one case. Complaints can be upheld, not upheld or rejected. All conclusions of uphled or not upheld were published on the website reklamombudsmannen.org.

Out of the 230 conclusions made by RO and RON during 2017, the complaint was

  • upheld in 116,
  • not upheld in 107,
  • rejected in 7.

 

Rejected cases

  • During 2017 a total of 47 cases were rejected.
  • A complaint may be rejected if the announcement is not concidered commercial, is not mainly aimed at the Swedish market, or if the complaint is insufficiently filed.

 

Most common cause

  • Gender discriminating was the most common cause of complaints with 37 percent of conclusions (86).
  • Misleading advertising was the second most common cause of complaints with 23 percent of conculsions (54).
  • Ad indentification was the third most common cause with 18 percent of conclusions (41).
  • The number of complaints regarding gender discriminatory advertising decreased by 17 percent compared to 2016, with 134 complaints 2017. In 2016 the number was 162.

 

Top 3