First a few words on the role of the Consumer Ombudsman and the Swedish Consumer Agency. We are a public agency monitoring consumer laws concerning advertising, product safety and unfair contract terms. Another primary task is to promote consumer education in a wide sense, and train local consumer advisors around the country. We have close continuous contacts with the consumer organisations. By any international standard, Sweden is an open society.
Freedom of information ranks high.
Both freedom to receive and disseminate information. Indeed, Sweden has sometimes been criticized for being too open. However there are some restrictions that have been discussed very much in recent years, one of them being the ban on TV advertising directed to children under 12. Also all kinds of advertising directly before, in the middle of, or after children s programs are forbidden under that Act. It should be added that the ban covers not only advertising of children s products such as toys but also advertising of other products such as food.