• Sweden edition
 
Tabloid Hypocrisy
Why Aftonbladet is wrong about The Local
Aftonbladet (L) headlines about celeb sex and rosé wine. File: David Hall/Flickr

Why Aftonbladet is wrong about The Local

Published: 16 May 2014 13:57 GMT+02:00
Updated: 16 May 2014 13:57 GMT+02:00

Swedish tabloid Aftonbladet is a bit of an institution. The country’s biggest paper, it’s a heady mix of health scares (‘Why your cellulite could be cancer’), celebrity gossip and, perhaps incongruously, earnest left-wing opinion pieces. Entertaining stuff, all in all.

This morning one of the many leader writers at this publication, Daniel Swedin, took umbrage with The Local. Why? Because we published a sponsored article on behalf of a client that he disagreed with. He said this called into question our independence.

Honestly, rather a storm in a glass of water, as a Swede might say. But slightly puzzling nonetheless. 

The article in question was sponsored by Almega, an employers’ organization, and argues that Sweden should not further restrict labour migration. Restrictions that powerful trade union group LO wants to introduce. (Purely coincidentally, LO owns 9% percent of Aftonbladet, dictates the political stance of the paper and appoints Daniel Swedin’s boss. Although you’d have to search hard to find mention of this on their website).

It just so happens that in this particular instance, I agree with our client. As an international media company, The Local needs talent from all over the world. I’ve grappled with trying to prove to authorities in Germany and elsewhere that an employee from the US or wherever is the only feasible candidate for a job. Trying to explain the media business in endless forms to uncomprehending bureaucrats is a deeply depressing and pointless experience. The article has also resonated with readers, and is one of our most read and most shared articles of the week.

But whether I’d agreed with Almega or not, we’d have run the campaign. Why? Because we’re a commercial media company - as such, we've also run campaigns for trade unions. Because why should advertisers with complex messages be forced to explain them in the soundbites that banners allow? Because it didn’t breach any of our strict guidelines on ethics, relevance or quality. Because our sponsored articles are written by a dedicated commercial content editor, not by staff journalists.

And because sponsored articles (or native advertisements - as they’re known in the trade), are being recognised by publishers around the world as an important part of the future of media. BuzzFeed, Gawker, The Atlantic are leading the charge on the other side of the Atlantic (although The Local was doing it before BuzzFeed and Gawker even existed).

Oh, and on this side of the pond, one publication running native advertising is Aftonbladet. The problem for them is that they’re (occasionally, at least) doing it dishonestly. This week they were criticised by the Swedish Advertising Ombudsman for running a sponsored article for a gambling company without declaring that it was sponsored. Perhaps Mr Swedin should tell his colleagues to clear up in their own back yard before criticising us?

James Savage (james.savage@thelocal.com)

Don't miss...X
Left Right

Your comments about this article

Today's headlines
Late summer sun set to hit Sweden

Late summer sun set to hit Sweden

Forecasters have predicted sunshine across Sweden this week, with a warm front moving in from Russia and temperatures of up to 25C. READ  

International police hunt
Swedish killer arrested after European hunt
Photo: Police

Swedish killer arrested after European hunt

UPDATED: Police arrested a man on Tuesday afternoon after he went missing from a psychiatric ward in western Sweden at the weekend. The man had been convicted of murdering a five-year-old schoolgirl in 2003. READ  

Music
The five best Swedish songs of the month
Swedish singer Tove Lo. Photot: TT

The five best Swedish songs of the month

The summer may be (almost) over but the music will keep on playing here at The Local. Our resident music guru Paul Connolly will be selecting his top new Swedish tracks for us in a new monthly feature. READ  

Hedgehog pet craze sweeps Sweden

Hedgehog pet craze sweeps Sweden

African pygmy hedgehogs are being bought by growing numbers of Swedes, as a trend for keeping exotic pets sweeps the country, the Department for Animal Welfare and Health tells The Local. READ  

Poisonous mushrooms cause stir in Sweden
The mushroom in this picture is not the same as the one from the story. Photo: Shutterstock

Poisonous mushrooms cause stir in Sweden

A person selling freshly-picked mushrooms in Gothenburg has come under fire after it turned out the delicacies were not only poisonous but also hallucinogenic. READ  

Pirate Bay founder case starts in confusion

Pirate Bay founder case starts in confusion

The largest hacking case in Danish history began in confusion on Tuesday, after lawyers representing Swedish Pirate Bay co-founder Gottfrid Svartholm Warg accused the prosecution of "unreasonable" tactics. READ  

Swedfund joins H&M in Ethiopia expansion

Swedfund joins H&M in Ethiopia expansion

As H&M expands into Ethiopia, Sweden's state venture capital unit Swedfund has announced that it will back the clothing giant, in a move hoped to create more jobs for local women. READ  

Elections 2014
Social Democrats reveal election manifesto
Photo: TT

Social Democrats reveal election manifesto

UPDATED: Sweden's main opposition party the Social Democrats has revealed its election manifesto at a press conference at a high school in Stockholm, with a key focus on education and welfare benefits. READ  

Teen run over by train after 'shoplifting' chase

Teen run over by train after 'shoplifting' chase

A teenage boy is in a critical condition after he was hit by a passing metro train in Stockholm. The accident ground rail traffic to a halt, and has police suspecting attempted murder. READ  

Swimrun
Record win at Sweden's tough island race
Photo: Jakob Edholm/ÖTILLÖ14

Record win at Sweden's tough island race

Two Swedes crushed last year's course record at the Swimrun world championship in Stockholm's archipelago on Monday. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Lifestyle
The five best Swedish songs of the month
Sponsored Article
Introducing… Insurance in Stockholm
National
Huge clear up underway after Skåne floods
Politics
Sweden's Alliance reveals full manifesto
Tech
Sweden's highest peak to lose title next year
Blog updates

02 September

America night (Blogweiser) »

" There was an event this weekend for the ‘Americans in Sweden’ Facebook group. I’m a member, and I brought my girls to the evening. The gathering was at a Boston-themed sportsbar in a mall. There were loads of screens, a bowling alley, a game room and a jumbotron. It was as good a place as any to..." READ »

 

25 August

Hit och dit, här och där (The Swedish Teacher) »

" Hej igen! A common challenge for Swedish language students are the location adverbs hit/här, dit/där, hem/hemma etc. Some of the location adverbs come in two versions. We should use one type of location adverb when we use a verb describes where we are, and we should use the other type of location adverb when we the verb..." READ »

 
 
 
Politics
How immigration became a key election issue
Society
Brit's life in Sweden becomes BBC radio show
Gallery
People-watching August 27
Gallery
Top ten false friends in Swedish
National
Roma advocate scoops Wallenberg prize
Society
Meet the man who made a Swedish store recall its high heels for kids
Business & Money
'How I came to run my own business in Sweden'
Politics
Expert explains why Sweden's election oozes uncertainty
National
City plays Schindler's List theme at Nazi rally
Society
For Stockholm Fashion Week, here's the A-Z of Swedish fashion
National
'Amnesiac' man avoids deportation for ten years
Gallery
Princess Estelle through the years
Business & Money
Swedish city all set for six-hour workday trial
Business & Money
Five golden rules for the Swedish job hunt
Sponsored Article
Graduates: Insure your income in Sweden with AEA
Gallery
People-watching August 22-24
National
Armed royal guards caught (very) drunk on the job
National
Sweden orders textbook on Roma discrimination
Gallery
Violent anti-Nazi demonstrations in Malmö
Society
A closer look at Sweden's five official minority languages
Sponsored Article
Find out what gives this Swedish school executive appeal
Sponsored Article
Introducing...Your finances in Stockholm
Sponsored Article
Introducing...Housing 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

757
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
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:
http://psdmedia.se