About Reklamombudsmannen

Reklamombudsmannen (RO) or the Swedish Advertising Ombudsman is a self-regulatory organization founded by the industry. RO receives complaints about advertising and assesses if commercial advertising is following the Consolidated ICC Code.

RO also provide information, guidance and training in the field of ethical marketing. Financiers of RO can get copy advice about specific campaigns.



Jungfrugatan 10
S-114 44 Stockholm
Tel: + 46 8-662 05 50
E-mail: [email protected]


Self-regulation of advertising is available worldwide.

Reklamombudsmannen represents Sweden in the European Advertising Standards Alliance (EASA) and the International Council for Advertising Self-Regulation (ICAS).

See a short video about self-regulation of advertising here (Youtube).

File a complaint

Individuals, companies and other organizations can file a compalint against commercial advertising that might be in breach of the Consolidated ICC Code.

Only commercial advertising aimed at the Swedish market can be assessed and it can't be older than six months. Editorial, religious or political content is not assessed. You can file a complaint on the Swedish version of our website.

In the media

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