• Sweden's news in English
 
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

"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)

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
Romanian beggar lands bumper lottery win
Photo: TT

Romanian beggar lands bumper lottery win

A Romanian man who slept under a bridge in a Swedish city and lived by begging recently landed a 210,000 kronor ($27,000) lottery win after buying a ticket on impulse, saying he now wants to build himself a house. READ  

Agency: Dream in vain of a white Christmas
There is little chance of snow in Stockholm this Christmas. File photo: TT

Agency: Dream in vain of a white Christmas

Sweden's weather agency SMHI has warned those living in southern parts of the country to stop dreaming of a white Christmas or risk disappointment. READ  

Shots fired at Stockholm migrant camp: report
File photo: TT

Shots fired at Stockholm migrant camp: report

Stockholm police have launched an investigation after reports that shots were fired at an EU migrant camp in the south of the city on Saturday. READ  

Löfven launches Swedish 'American Dream'
Photo: TT

Löfven launches Swedish 'American Dream'

Swedish Prime Minister Stefan Löfven used his Christmas speech on Saturday to launch his idea of the "Swedish Promise", an equivalent to the more familiar "American Dream". READ  

Hoho: Estelle records cute Christmas message
Princess Estelle pictured in her 2014 Christmas jumper. Photo: Kate Gabor/royalcourt.se

Hoho: Estelle records cute Christmas message

Video: Sweden's little Princess Estelle has got into the spirit of Christmas by recording a special message together with her parents. READ  

Swedes over-estimate English abilities: expert
BP chairman Carl-Henric Svanberg suffers a linguistic let-down at The White House in 2010. File photo: TT

Swedes over-estimate English abilities: expert

Swedes are generally confident in their own English abilities, a new survey has shown, although one expert has questioned whether this belief is misplaced. READ  

Sweden seeks ban on foreign booze advertising
File photo: Shutterstock.

Sweden seeks ban on foreign booze advertising

Two powerful Swedish lobby groups have turned to the European Commission to try and get a complete ban on alcohol advertising on television, after it emerged some channels were dodging the ban by being registered abroad. READ  

Minecraft creator beats Beyonce in mansion bid
Markus Persson created hit game Minecraft. Photo: TT

Minecraft creator beats Beyonce in mansion bid

UPDATED: Swedish billionaire Markus Persson is reported to have outbid the likes of Jay-Z and Beyonce with his half billion kronor offer ($70 million) for a 2,000-square-metre Beverly Hills mansion. READ  

Accelerated for Ice Music
Ice Music taps Texas troubadour for new tunes
A scene from a 2014 Ice Music concert in Luleå. Photo: Graeme Richardson/Swedish Lapland

Ice Music taps Texas troubadour for new tunes

The world's "coolest concert" is set for a Texas twist in 2015 when Luleå's innovative Ice Music welcomes American musical talent from Austin, home of the South By Southwest (SXSW) music festival. READ  

Second baby on the way for Princess Madeleine
Princess Madeleine at the previous Nobel banquet. Photo: TT

Second baby on the way for Princess Madeleine

UPDATED: Sweden's Royal Court has announced that Princess Madeleine is pregnant with the second child of her financier husband Chris O'Neill. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Lifestyle
What's On in Sweden: December 18th to 25th
National
'Unprecedented' Russian activity: Armed Forces
Society
Interview: The Local chats with Melinda Gates
Society
VIDEO: Stockholmers try out some Swedish tongue twisters
Society
Eight things to do when it gets dark in Umeå
Blog updates

19 December

-t or no -t? (The Swedish Teacher) »

"Hej! There are many things in the Swedish language that can give you a grey hair or two,..." READ »

 

19 December

Editor’s Blog, December 19th (The Local Sweden) »

"Hello readers, Father Time has taken another week from us, but never fear – good old Father..." READ »

 
 
 
National
Inside Sweden's first 'light therapy' school
Finest.se
Gallery
People-watching: December 17th
Estelle through the years
Gallery
Princess Estelle through the years
Society
Why are there so many 100-year-olds in one Swedish town?
Society
Is it time to better celebrate Sweden's diverse identity?
Gallery
Property of the week: Huddinge
National
Why has The Local got a new logo?
National
CATCH UP: Russian plane in Baltic near-miss drama
Lifestyle
How my compass drew me to Sweden
National
The man whose memory you need to remember
Gallery
People-watching: December 13th - 14th
Sponsored Article
How to get your own office anywhere in the world
Politics
'Our party will stand alone': Stefan Löfven
Society
The Local chats to Ruben Östlund, director of Golden Globe nominated Force Majeure
Lifestyle
Ten things to know before a Swedish party
Lifestyle
What's On in Sweden: December 12th to 19th
Gallery
IN PICTURES: The 2014 Nobel Banquet
National
The Local's guide to the Nobel Prizes 2014
Education
Introducing... Education in Stockholm
Society
The Swedish Christmas market with a twist
Lifestyle
Why do so many Swedes have tattoos?
Society
Get 20% off Swedish Christmas decorations
National
Dewani family: We only heard half the story
Business & Money
Business in Stockholm: 'efficiency is money'
Gallery
Property of the week: Östermalm
National
Meet the Swedes hosting festive feasts for 'lonely' guests
Gallery
TIMELINE: Swedish honeymoon killing murder trial
Gallery
People-watching: December 7th
Gallery
IN PICTURES: What's it like to fly planes in Sweden?
National
Submarine hunters 'robbed' of reward cash
National
The Local's Countdown to Christmas
National
'Dangerous' USB charger recalled in Sweden
Gallery
IN PICTURES: Sweden's King and Queen wrap up France tour
National
Analysis: Should Snowden get asylum in Sweden?
National
Swedish schoolboy in female saint role row
Gallery
IN PICTURES: Sweden's political crisis unfolds
Gallery
People-watching: December 3rd
National
What happened to Sweden's ice bucket cash?
Lifestyle
Top Swedish songs of the month
Sponsored Article
SIS: the thinking behind globalised learning
Sponsored Article
Introducing... Family life in Stockholm
Latest news from The Local in Austria

More news from Austria at thelocal.at

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 Denmark

More news from Denmark at thelocal.dk

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

813
jobs available
PSD Media
PSD Media is marketing company that offers innovative solutions for online retailers. We provide modern solutions that help increase traffic and raise conversion. Visit our site at:
psdmedia.se
The Local Spain is hiring!
The Local is seeking a new editor for our site in Spain to join our growing team of internationally-minded, driven, ambitious and clued-up journalists.
Details and how to apply
Counselling and Psychotherapy in English
Sometimes living in another culture can cause stress, confusion and feelings of sadness and loneliness. Talking to a professional psychotherapist/counsellor might help you. I am a UKCP Reg. psychotherapist. My practice is in Södermalm, Stockholm.
Contact me to discuss your options