• Sweden's news in English

Hotel ad cited for inviting guests to 'sleep with us'

The Local · 3 Dec 2010, 14:25

Published: 03 Dec 2010 14:25 GMT+01:00

Facebook Twitter Google+ reddit

The two adverts, which respectively feature a bellboy and a chambermaid sitting on a bed under the text "Sleep with us", are discriminatory and in breach of International Chamber of Commerce rules, according to the RO.

"By their clothing and pose they are presented as pure sex objects in a way that can be considered offensive to women and men in general," the ombudsman argued in a statement on Friday.

First Hotels meanwhile argued that the adverts are intended to display the humour of its staff.

"We were surprised at the reactions of a few people and now the ombudsman. The humour in the ads is obvious," said Michael Telling, President and CEO of First Hotels, to The Local on Friday, pointing out that the campaign has now finished.

The firm, which operates 47 hotels across Scandinavia, argued that the retro French maid and bell boy attire was evidence of this playful approach and rejected accusations of discrimination, pointing out that both sexes were represented in the ads.

"I think we did everything we could to be balanced," Telling said, explaining that the campaign's objective was to recruit members to its loyalty programme.

The ombudsman conceded that the models in the ads could be "considered to have some connection" to the product as they were at least dressed as employees.

However, several of those who reported the campaign argued that it appeared the hotel was offering prostitution services.

"The text 'Sleep with us' and 'Our first members are getting it on a regular basis' further strengthens the offensive impression," the ombudsman argued.

Story continues below…

The ombudsman detailed that the ads had a further feature with a clickable text inviting guests to "Go to bed".

Michael Telling told The Local that the decision would not have an immediate impact on First Hotels' future advertising policy, but underlined that the firm always tries to avoid giving offence.

"It is difficult to have a campaign which doesn't offend somebody. but it is definitely not our intention to do so."

The Local (news@thelocal.se)

Facebook Twitter Google+ reddit

Your comments about this article

15:36 December 3, 2010 by adigunbabatunde@yahoo.com
RO should go and sleep with them
16:35 December 3, 2010 by ISayWhatPeopleThink
Ha. Reminds me of the old National Airlines "Fly me" campaign where sexy stewardesses would suggest to businessmen that they should fly them to their location. ;) (Check youtube for several examples)

It was a catchy campaign, but that was about 40 years ago. I guess Sweden is still several decades back on this one. :P
17:01 December 3, 2010 by GLO
Really in Sweden !!!! NUTS !!!!
17:36 December 3, 2010 by Tusker
You might be able to sleep with their staff...but you can't have a damned cigar after dinner
18:21 December 3, 2010 by McChatter
Just proves that Swedes - under the surface - are obsessed by sex. And that they have no humour. For C´s sake, aren't hotel groups allowed to talk about beds any longer? What a calvinistic body, that RO!
19:30 December 3, 2010 by Swedesmith
Delightfully tacky, yet unrefined...
19:56 December 3, 2010 by BroX
"By their clothing and pose they are presented as pure sex objects in a way that can be considered offensive to women and men in general," the ombudsman argued in a statement on Friday.

How could anyone be offended by this?
23:45 December 3, 2010 by DAVID T
next time they should have a horse in the bed
00:43 December 4, 2010 by GLO
I am ready to sign up, do I have to help her ???? Problem. Im in USA. Well, now I have another good reason to visit.
01:05 December 4, 2010 by locaxy
Has the world gone mad? Everywhere I look somebody is getting out of their way to get "offended".

Isn't it time reasonable people fought back against this madness and made a clear statement that freedom of expression some people's wet-dream of a world that puts the right not to be offended above the right to offend!

Hell...the sheer stupidity coming out of this Ombudsman is offensive in my eyes.
08:22 December 4, 2010 by adigunbabatunde@yahoo.com
how sexy could the clothes/advert be that could be compared to what u see on the streets or (even worse) in the club every club day. lol
10:40 December 4, 2010 by Bringer
Considering how often they show naked or variously undressed people on TV, I find this really ridiculous.
15:25 December 4, 2010 by Marc the Texan
I'm not offended. Isn't this pretty tame compared to the sea of in-your-face sexuality that's already out there?
21:16 January 4, 2011 by benchamrk
Help! I hold my nose!----about the Ombudsman (Reklamombudsman): This quasi magical and well regarded public function admired by most of the countries hide in fact a very perverse behavior: a dark puritanism and even worst; an hopellesly thing: A total lack of humor and discernment. Needless to say that I will book a suite at First Hotel om my next upcoming visit in the Jante lagen country.....
Today's headlines
Injured Swedish photographer protected by 'guardian angel'
Swedish photographer Paul Hansen on another occasion. Photo: Fredrik Sandberg/TT

Photographer Paul Hansen thanked his lucky stars for surviving sniper fire while covering the battle for the Isis-held city of Mosul in Iraq.

How Sweden is trying to smooth relations with Saudis
Swedish Prime Minister Stefan Löfven meeting Saudi Arabia's Trade Minister Majid bin Abdullah Al Qasabi. Photo: Henrik Montgomery/TT

Sweden's Prime Minister Stefan Löfven has visited Saudi Arabia a year and a half after relations turned frosty in a major diplomatic row.

My Swedish Career
'Swedish people love it, but they find it quite odd'
Scottish entrepreneur William Macdonald. Photo: Michael Campanella

Meet the web developer and entrepreneur using traditional Scottish ceilidh dancing to break the ice with Swedes.

Swedish photographer shot near Mosul
Hansen was being operated on in the Iraqi city of Erbil on Sunday. Photo: Nora Lorek/ TT

Paul Hansen, a photographer working for Swedish daily Dagens Nyheter, has sustained light injuries after being hit by what appears to be a sniper while covering the battle for the Isis-held city of Mosul in Iraq.

Trollhättan remembers school attack victims
'It was an attack on all of Sweden,' Education Minister Gustav Fridolin said. Photo: Thomas Johansson/ TT

Hundreds of people on Saturday turned out for a torchlight procession in the small town of Trollhättan in southwestern Sweden to honour the victims of last year’s deadly school attack there.

Sweden wants emission- free cars in EU by 2030
Photo: Jessica Gow/ TT

Sweden's environment minister on Saturday urged the European Union to ban petrol and diesel-powered vehicles from 2030.

Hundreds protest Swedish asylum laws
Around 1,000 people protested in Stockholm. Photo: Fredrik Persson/ TT

Hundreds of people on Saturday demonstrated in Stockholm and in many other parts of the country to protest Sweden’s tough new laws on asylum-seekers.

Swedish terror suspect ‘planned airport attack’
Swedish terror suspect Osama Krayem. Photo: Facebook

Swedish national Osama Krayem, linked to the deadly attacks in Paris on November 13 and in Brussels on March 22, is now suspected of having plotted to attack also the Schiphol airport in the Netherlands.

Dylan removes Nobel-mention from website
The American musician has more or less responded to the news with silence. Photo: Per Wahlberg

American singer-song writer Bob Dylan has removed any mention of him being named one of this year’s Nobel Prize laureates on his official website.

Refugee crisis
Asylum requests in Sweden down by 70 percent
Sweden's migration minister Morgan Johansson. Photo: Christine Olsson/TT

Sweden received 70 percent fewer requests for asylum in the period between January and September 2016 than it did during the same time last year, the country’s justice and migration minister Morgan Johansson has revealed.

Sponsored Article
This is Malmö: Football capital of Sweden
People-watching: October 21st-23rd
Sponsored Article
Where is the Swedish music industry heading?
Fury at plans that 'threaten the IB's survival' in Sweden
Here's where it could snow in central Sweden this weekend
Blog updates

6 October

10 useful hjälpverb (The Swedish Teacher) »

"Hej! I think the so-called “hjalpverb” (auxiliary verbs in English) are a good way to get…" READ »


8 July

Editor’s blog, July 8th (The Local Sweden) »

"Hej readers, It has, as always, been a bizarre, serious and hilarious week in Sweden. You…" READ »

Sponsored Article
Why you should 'grab a chair' on Stockholm's tech scene
Analysis & Opinion
Are we just going to let half the country die?
Sponsored Article
Stockholm: creating solutions to global challenges
Angry elk chases Swede up a lamp post
The Local Voices
'Alienation in Sweden feels better: I find myself a stranger among scores of aliens'
People-watching: October 20th
Sponsored Article
Swedish for programmers: 'It changed my life'
The Local Voices
A layover at Qatar airport brought this Swedish-Kenyan couple together - now they're heading for marriage
Sponsored Article
Top 7 tips to help you learn Swedish
Swede punches clown that scared his grandmother
Fans throw flares and enter pitch in Swedish football riot
Sponsored Article
‘Extremism can't be defeated on the battlefield alone’
Could Swedish blood test solve 'Making a Murderer'?
Sponsored Article
Stockholm: creating solutions to global challenges
Property of the week: Linnéstaden, Gothenburg
Swedish school to build gender neutral changing room
Sponsored Article
Why you should 'grab a chair' on Stockholm's tech scene
People-watching: October 14th-16th
Sponsored Article
Where is the Swedish music industry heading?
Man in Sweden assaulted by clowns with broken bottle
Sponsored Article
Last chance to vote absentee in the US elections
Nobel Prize 2016: Literature
Watch the man who discovered Bob Dylan react to his Nobel Prize win
Record numbers emigrating from Sweden
People-watching: October 12th
The Local Voices
'Swedish startups should embrace newcomers' talents - there's nothing to fear'
How far right are the Sweden Democrats?
Property of the week: Triangeln, Malmö
Sweden unveils Europe's first elk hut
People-watching: October 7th-9th
The Local Voices
Syria's White Helmets: The Nobel Peace Prize would have meant a lot, but pulling a child from rubble is the greatest reward
Missing rune stone turns up in Sweden
jobs available