After the plagiarism scandal: Advertisers critical of Bauer Media

Several of the radio giant Bauer Media's podcasts contain extensive plagiarism from Swedish news sites and blogs. The review of cultural news also shows that Dabozzi Media, which produces the podcasts and Bauer Media, which distributes them, has known the plagiarism for a long time, but still sell and place ads in them.

Now several advertisers are responding.

- We already have a good impression of Bauer Media as a good and serious advertising environment, which is why we are very surprised and it fits in badly with previous impressions, says Tobias Karlsson, marketing manager at the hamburger chain Max, to the Culture News.

According to Tobias Karlsson, what has happened has affected the company's confidence in Bauer Media and they will now take the matter further with the radio giant.

- Confidence in their content naturally diminishes when this happens.

Most of the advertisers who have contacted the Cultural News have no active cooperation with the podcasts themselves. On the other hand, they buy radio advertising by Bauer media, who themselves place ads in various podcasts.

During February to April 2018, Nextory had an editorial collaboration with the podcast Swedish Homicide Stories, one of the four plagiarized podcasts, run by Sebastian Krantz. Since then, Nextory has collaborated with other selected podcasts from Bauer Media. These collaborations also included an automatic promo spot that was played in Bauer Media's podcasts, which was directed by Bauer Media.

Elin Bäckman, communications manager at Nextory, takes a serious look at the allegations, but does not want to comment on whether this has affected Nextory's confidence in and cooperation with Bauer Media.

- As an advertiser and as a distributor of copyrighted works, we of course consider plagiarism very seriously. It's definitely not okay in our book, Elin Bäckman tells the Culture News.

As of October 1, Nextory no longer has any cooperation with Bauer Media.

It has also been known before that the telecommunications company Com Hem and the oil company Preem have completed their advertising in the podiums Swedish murder stories and Swedish murder in connection with the Cultural News review.