Now video sharing platforms such as Youtube and TikTok will be covered by basically the same advertising rules as Swedish radio and television.
But the modernized radio and television law misses the mark.
Since the big social media giants do not have their headquarters in Sweden, they are not affected by Swedish legislation, despite the fact that they are freely available to us online.
Since the new Radio and Television Act is part of an EU directive (EU directive on audiovisual media services, the AV directive), it must be introduced in Sweden, even if it becomes ineffective in practice.
But in the EU countries where the social media giants are established, such as in Ireland where the European Youtube has its foothold, there will be greater consequences.
- It is an important first step.
It will have a moral effect.
If you start to reorganize in one country, it eventually spreads to the other countries, says law professor Sanna Wolk.
Ineffective advertising rules
According to the new law, anyone who wants to establish a video sharing platform in Sweden must be responsible for clearly informing about when product placement occurs and removing advertisements that are shown before, during or after videos aimed at children.
In Sweden, there must also be no advertising for tobacco, alcohol or certain medical products.
If the Swedish video sharing platforms do not follow the new rules, they must pay a fee in the same way as the television companies.
Thus, they must be examined by the Swedish Press, Radio and Television Authority, the Consumer Ombudsman and the Review Board.
The platforms are also obliged to provide all the information needed for the authorities to be able to review them.
- So far, there are no large video sharing platforms that are established in Sweden and that can be covered by the rules, but who knows, in ten years there may be, says Sanna Wolk.