To ensure responsible and lawful advertising on Radio Aftonbladet, there are a number of rules and guidelines that all advertisers must follow.
Radio Aftonbladet’s radio broadcasts are governed by the Radio and Television Act (2010:696), which, among other things, regulates how advertisements may be designed, presented, and broadcast. In addition, other relevant legislation applies, such as the Marketing Act and specific provisions for certain products and services.
The Radio and Television Act
As a broadcasting entity, Radio Aftonbladet is responsible for ensuring compliance with the applicable provisions of the Radio and Television Act.
Among other things, this means that:
- Advertisements must be clearly identifiable and distinct from other program content.
- Advertisements must not contain incitement to hatred or discrimination.
- Advertisements must not encourage behavior that is harmful to health or safety.
- Advertisements must not be intended to attract the attention of children under 12 years of age.
- Advertising for tobacco products and alcoholic beverages is prohibited. Specific restrictions also apply to, among other things, pharmaceuticals.
The Radio and Television Act thus regulates the types of advertising that are permitted, how advertisements must be designed, and under what conditions they may be broadcast.
Advertiser's Responsibility
The advertiser is responsible for ensuring that the content of the advertisement complies with applicable laws, including the Marketing Act, the Copyright Act, and trademark laws.
This means, among other things, that advertising must not be misleading, aggressive, or otherwise unfair.
The advertiser is also responsible for complying with Schibsted’s current guidelines and technical specifications, as well as for delivering approved ad material within the agreed-upon timeframe.
Schibsted reserves the right to review and reject advertising material that does not comply with applicable laws or our guidelines.
Advertisements from gambling companies
Special requirements under the Gambling Act and the Marketing Act apply to the advertising of games of chance.
Among other things, the following applies:
- The advertiser must hold the required Swedish gambling license.
- Marketing must be moderate and must not be intrusive or encourage excessive gambling. Swedish Consumer Agency Guidance: Commentary on the Swedish Consumer Agency’s General Guidelines on the Marketing of Gambling, KOVFS 2025:2
- Advertisements must not be specifically targeted at persons under the age of 18.
- The advertisement must include the information regarding age restrictions and support for gambling problems required by law.
- Advertisements must comply with the Swedish Gaming Industry’s Guidelines (SPER): The Gaming Industry’s Marketing Guidelines – SPER
Schibsted may request additional supporting documentation and review advertising materials prior to publication.
Advertisements that may be perceived as targeting children
When advertising on Radio Aftonbladet, it is particularly important that advertisements not be designed in a way intended to attract the attention of children under 12 years of age.
For advertisements that risk being perceived as aimed at children, we recommend the following:
Tone and Style: Use language and messaging that clearly appeal to an adult audience.
Music and Sound Effects: Avoid sound elements that are clearly associated with children’s advertising, such as childish jingles, playful sound effects, or language directed specifically at children.
Voice-over: Use primarily an adult voice-over and ensure that the advertisement’s message has a clear adult perspective.
Product and Target Audience: Ensure that the marketed product or service and the design of the advertisement comply with the rules governing advertising directed at children.
Advertising for non-alcoholic beverages
Advertising for non-alcoholic beverages may be permitted, provided that the marketing does not violate applicable laws or could be confused with prohibited alcohol advertising.
When advertising non-alcoholic alternatives, it is important to:
- It is clearly stated that the advertised beverage is non-alcoholic.
- The message in the advertisement does not create confusion with alcoholic products.
- Any references to websites or promotional pages are designed in accordance with applicable regulations governing alcohol marketing.
Questions about advertising?
Are you unsure whether your ad materials meet the current requirements? Contact your Schibsted sales representative well in advance of the campaign launch for guidance on rules, guidelines, and material submission.
