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Obscenities spoil search site's publicity stunt

The Local/dl · 12 Nov 2010, 08:38

Published: 12 Nov 2010 08:38 GMT+01:00

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As part of the campaign, Eniro had erected a giant yellow pillar outside Kulturhuset in Stockholm’s Sergels Torg town square.

From the Eniro website, Swedes were supposed to enter their guess as to what was in the pillar. The guesses entered on the website were then displayed on a large screen on the pillar in Sergels Torg.

The terms which came up on the pillar were also shown on the Enrio campaign’s website in real time through a webcam broadcast.

But it didn’t take long before explicit sexual terms and racial slurs began appearing on the pillar’s screen, infuriating Stockholm city officials who had given Eniro permission to run the campaign.

“This is not good. They haven’t acted in accordance with the permit,” Leif Holm with the Stockholm traffic office told the Resumé newspaper.

Holm told the newspaper that Eniro had “misled” his office in its permit application process, adding that he was considering reporting the matter to police.

Eniro’s marketing manager Jonas Dahlquist was apologetic for the oversight, explaining that the company had come up with a long list of banned terms ahead of the campaign’s launch.

“But apparently people have been more creative than we thought,” he told the Dagens Media newspaper.

Story continues below…

He added that Enrio has since expanded the list of banned terms “dramatically”.

The Local/dl (news@thelocal.se)

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Your comments about this article

11:46 November 12, 2010 by SWOT
so bad that I am share holder of Eniro.
13:42 November 12, 2010 by eZee.se
Its the same logic as used on most "online boards" (including this one), you try to censor something and if someone REALLY wants to get past it... they can.

Heres and example using a word that is allowed: Poop

now if it was banned someone could write it like this:

p00p (those are zeros)





While here your post can be deleted (moderated) its just stupidity to have something like that be "live".
15:20 November 12, 2010 by Icarusty
Is that all that Sweden is good at then, insults and racial slurs? Maybe a bit of white supremacism along the way? Nutters
19:13 November 12, 2010 by reason
Judging a country on the basis of the language use of a few anonymous children puts you right there among the haters Icarusty. Isn't it nice how much you have in common with at least a few percent of the Swedes :P

Silly of Eniro not to see this coming. Also pretty silly to get upset over it.
21:47 November 12, 2010 by mikewhite
In this case, with realtime public display surely it would have been preferable to have had a list of permitted words (from a dictionary) than a list of excluded words.
05:54 November 13, 2010 by Tom Dundee
I was hoping to enhance my vocabulary with some new words, but better luck next time.
12:34 November 13, 2010 by eZee.se

It would not have worked simply because people mis-spell and some words are good or bad depending on the sentence you use them in.

For example: The word "Jew" is fine by itself, but reading past threads right here at TL, you can see depending on the context it was used in it can get racial and dirty pretty fast - so is Jew going to be in the whitelist or black?

The only way this could have worked is to have someone premoderate what goes on the wall, it would not be instant but I dont think anyone would have minded a few seconds delay.
14:21 November 13, 2010 by mikewhite
Yes you're right there, but a whitelist I guess would reduce a premod's workload.
09:43 November 15, 2010 by Garry Jones
I have always been amazed by the use of swear words in Sweden. Kids can not be expected to refrain when it was perfectly alright for Swedish artist Svullo to have a hit with "for fett for a f*ck" with the u written in and pronounced. Played on day time radio and tv with presenters actually saying the word. Or the film "F*ck*ng Åmål" with the vowels in place. Disgusting and cheap. Sweden needs to move into more pc times.
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