ABSTRACT
The primary role of oversight of advertising and consumer rights in Sweden relies on an ombudsman system along with a Market Council, rather than with the more usual formal or self-regulatory bodies—although the system has some aspects of each. While Sweden had quite workable regulations at the time of the initiation of the ombudsman role (1970), these were replaced by the newly introduced ombudsman position, complemented by a Market Court that includes representatives from business. There are separate ombudsmen for specific advertising such as alcohol and children’s products. There is a Council for Market Ethics and a consumer ombudsman, among others.
