• Sweden edition
 
Blogger gets the boot after gym ad attack

Blogger gets the boot after gym ad attack

Published: 13 Nov 2012 11:36 GMT+01:00
Updated: 13 Nov 2012 11:36 GMT+01:00

Celebrity blogger Katrin Zytomierska has been sacked from the Swedish lifestyle website Finest.se, after a vitriolic post about an advert by gym chain SATS made the public see red and advertisers abandon the site.

"After the developments following Katrin Zytomierska’s highly publicized SATS-post, Finest.se chooses to cease our collaboration with Katrin and terminate her contract as a blogger with us,” Alexander Erwik, editor-in-chief of Finest.se, told media newspaper Dagens Media.

Zytomierska is one of Sweden's highest profile bloggers, and her criticism of the advert and its subject's "plump" appearance, prompted a heated debate in the Swedish media last week.

In her post, Zytomierska questioned why it is "okay for women to be plump in Sweden", calling the SATS campaign "disgusting feminist propaganda".

The blog post received thousands of comments, prompted a response from the SATS CEO, and generated extensive debate in media and social media circles.

SATS stressed that the purpose of the advert was to underline that the company welcomed everyone, of all shapes and sizes, as members of the gym.

The woman in the advert responded to Zytomierska’s post in the media newspaper Resumé, saying she wanted to protect her daughters from “women who have developed internet bullying into an art form just to pull in a little money and get a few minutes in the limelight”.

After several high-profile sponsors withdrew their cooperation with Finest.se, Zytomierska returned to the subject on her blog to defend herself, saying it should be acceptable “to comment on people's bodies and health in the same way as you have the right to slam people's clothes and appearance”.

"One should have the right to call a fatso a fatso, if she is a fatso,” Zytomierska wrote.

However, Finest decided that Zytomierska had taken her criticism too far and erased her controversial post. The posts from the last four years are still on the site and the company hasn’t decided when or if these will be removed, according to the Dagens Industri newspaper.

“We want to stress once again that we don't endorse Katrin’s views or the body ideal that she stands for. We have, however, supported her right to express her views,” Erwik told Dagens Media.

Zytomierska herself is not fazed by Finest's decision, telling the paper that her former employers were doing the right thing.

“They are a company like any other and would be stupid if they hadn’t done this. I met with them already on Thursday and told them that if they were losing revenue because of me they must cease the collaboration immediately. I am a businesswoman myself,” she told the paper.

Zytomierska called the media storm surrounding her SATS criticism “absurd” and said she had already been approached by two other companies asking her to blog for them, but had yet to make a decision which to choose.

The Local/rm

twitter.com/thelocalsweden

The Local (news@thelocal.se)

Don't miss...X
Left Right

Your comments about this article

12:15 November 13, 2012 by JulieLou40
Silly delusional bint. She's finished now, she just can't accept it.
13:51 November 13, 2012 by StockholmSam
"Zytomierska ... said that she has already been approached by two other companies asking her to blog for them, but has yet to make a decision which to choose."

Of course they did, dear.
14:32 November 13, 2012 by Uncle
Fat people are fat because they (or their parents) CHOOSE so. If they do not, they have nothing to do with SATS and clearly have a medical problem.

Ergo, the person on SATS commercial is fat because of what she does and not what she is, when she is whining about bullying. The same applies to smokers, alcoholics and drug addicts.

By definition they have no right to take a criticism of their behavior (that usually also impacts their outlook) and try to push it into the victim group of invalids, mentally challenged, people of colour, jews, women and other tagets of bullying, who CANNOT do anything about the features that draws attacks on them.

But I really do not understand the agenda of Zytomierskovakichkaya, when the "fatso" in the commercial is clearly doing something about being a "fatso" and encouraging other "fatsos" to do the same. Such commercials (unlike, say - "Dove" commercials that clearly take unheathily overwheight women and glorify them as "normal") should be encouraged instead of bashed.
15:20 November 13, 2012 by micvau
Yes offcourse she's been offered positions elsewhere, how convenient. I don't think so. I cannot see any other companies wanting to take on such a bigot. Judging by the look for her i sincerely don't think see is any position to be down grading other individuals. For the record can she shed some light on what two companies offered her a Blogg position? The woman is odviouslt disturbed.
16:10 November 13, 2012 by ttrs_d
She is a fame seeking psycho! I can't see any company hiring her to continue her mouth diarrhea!
23:36 November 13, 2012 by ingvar
2 Uncle:

Disagree with you in regard to the Dove commercial. Those women are perfectly normal. I'm sure that the skinny anorexics who you probably refer to as "normality" have some fertility problems. Healthy women are designed to have extra fat.
Today's headlines

Malmö Nazi attack victim on the mend

The 25-year-old man, whose stabbing by neo-Nazis sparked mass demonstrations across Sweden, has made a strong recovery in hospital and took to social media to thank supporters for campaigning against fascism. READ () »

Police seeking missing Swede in London
Sofie Marie Jansson, who is currently missing in London. Photo: Metropolitan Police

Police seeking missing Swede in London

British police have issued a plea for tips in the search to find Swedish national Sofie Marie Jansson who hasn't been seen for almost a week. READ () »

University applications rocket to record high

University applications rocket to record high

Swedish universities continue to draw vast amounts of applicants with the number of prospective students seeking a third level education increasing for the seventh year in a row. READ () »

Man jailed in US over Lars Vilks murder plot
Swedish artist Lars Vilks pictured in New York in 2012. Photo: Linus Sundahl-Djerf/TT

Man jailed in US over Lars Vilks murder plot

American authorities have sentenced a 20-year-old accomplice of 'Jihad Jane' to five years in prison for an attempted terror plot to kill Swedish artist Lars Vilks, after getting involved with the murder plans when he was a teenager. READ () »

Sweden scraps 'new start zones' after EU input
Integration Minister Erik Ullenhag visits a school in Tensta, one of the neighbourhoods mentioned when he and his colleagues first floated the new start zone proposal. File: TT

Sweden scraps 'new start zones' after EU input

Sweden has abandoned a plan to ease taxes for small companies in blighted areas after the European Commission challenged its legality. READ () »

'Easter eggs an invitation to spread germs'
A typical Swedish Easter egg. Photo: Jessica Gow/TT

'Easter eggs an invitation to spread germs'

A Swedish microbiologist has warned that traditional Swedish Easter eggs laden with candy are an open invitation to the spread of bacteria and viruses. "Is this really a good idea?" he asked. READ () »

Jammed truck snarls Stockholm rush hour
Photo: Anders Wiklund/TT

Jammed truck snarls Stockholm rush hour

PICTURES: A truck got wedged inside a tunnel in central Stockholm on Thursday, with authorities concerned the accident may have damaged cables in the tunnel's ceiling. READ () »

Kids in Victorian garb mark Swedish Easter
A Swedish Easter witch holding daffodils. File photo: TT

Kids in Victorian garb mark Swedish Easter

In India, I'd notice Easter only from the traffic jam outside the churches, but here witches, egg hunts, and feathers mark the Christian holiday. The Local's Deepti Vashisht brings you the various shades of Swedish Easter. READ () »

Swedish MP ordered chemtrail probe
Chemtrails?: Shutterstock.

Swedish MP ordered chemtrail probe

A Swedish MP who launched an official government investigation into the existence of chemtrails tells The Local why he thinks Swedes deserve the truth, even if it may leave some conspiracy theorists unsatisfied. READ () »

PM pleads ignorance of Vattenfall's Nuon bid
Fredrik Reinfeldt answers the constitutional affairs committee's questions. Photo: TT

PM pleads ignorance of Vattenfall's Nuon bid

Sweden's prime minister on Thursday said Vattenfall itself, not its owners the Swedish state, had responsibility for the loss-making Nuon deal. READ () »

RECEIVE OUR NEWSLETTER AND ALERTS
Society
Swedish supermarket Ica pulls contested Easter commercial off air
Kungahuset
Society
Swedish royals set baptism date for princess
finest.se
Gallery
People-watching April 16
Politics
Who's the prime minister's heir?
Alfie Atkins
Society
Are children's books the key to families integrating in Sweden?
National
'Sweden Dem protests cater to party's martyr image'
National
'Swedish research grants were fantastic, but now it's like Australia'
Society
Only in Sweden: The ten problems you'd never encounter elsewhere
National
Swedes stopped to take my picture, but didn't look me in the eyes
Business & Money
A swipe of the hand replaced cash and cards in Lund
YouTube
Features
Video: Oliver Gee finds out how to embrace The Swedish Hug
TT
National
Abba duo hints at reunion
Advertisement:
Private
National
Flash mobs hug it out across Sweden
Finest.se
Gallery
People-watching April 11-13
TT
Politics
Swedes to give six-hour workday a go
TT
Society
Aussie choir member wows Abba in Sweden
YouTube
Society
Stockholm magic a surprise YouTube hit
Fastighetsbyrån
Society
Gallery: The Local's Property of the Week
Private
Society
Swedes find 200-year-old gravestone in living room
Stockholm School of Economics
Sponsored Article
Why a bachelor's degree is no longer enough
Deepti Vashisht
Features
Deepti Vashisht dissects the magic of Sweden's personal ID number
Shutterstock
Society
Ten signs you've been in Sweden too long
Society
Jimi Fritze heard every word when doctors discussed taking his organs
Society
A Swedish farmer explains why the new bestiality ban is 'pointless'
ESL
Sponsored Article
Learning Swedish the easy way
Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

Blog Update: The Diplomatic Dispatch

28 October 15:16

The Green Growth Group Summit »

"Today on the 28 October in Brussels, a large group of key EU Ministers and business people, including UK Secretary of State for Energy and Climate Change Edward Davey, and Swedish Environment Minister Lena Ek, will meet to discuss green growth. They all have a stake in resolving a challenge which, although it is crucial..." READ »

756
jobs available
Swedish Down Town Consulting & Productions
Swedish Down Town Consulting & Productions is an innovative business company which provides valuable assistance with the Swedish Authorities, Swedish language practice and general communications. Call 073-100 47 81 or visit:
www.swedishdowntown.com