According to public service regulations, a profile working with a program cannot advertise or work with commercial activities at the same time. As recently as two years ago, SVT received criticism that this year's Christmas hosts, Lotta Lundgren and Erik Haag, both had advertised the food chain Coop and held their own Christmas show.
- When it comes to advertising campaigns, they are completed well in advance of being in the box with us. But what we can and should do is make sure that the different assignments are separated, and that there are waiting times between them, SVT's then program director for general television Lena Glaser told Culture News at the time.
This year's Christmas host Marianne Mörck has during the year advertised for the food chain Willys and an advertisement where her voice is heard was published on the chain's Instagram account at least seven days ago.
"We mean she is not identified"- It is something we know in the sense that she makes a speaker effort, she does it without face, name and identification, then we think it is not favorable, says Peter Nyrén, program commissioner at SVT.
Even though several recognize her voice?
- We have made the assessment that it is not. Actors can make speaker actions if they do not appear with name or face.
Peter Nyrén says that Mörck found out that Willys was advertising her in connection with her being nominated for Christmas.
- That's what actors do. We see it as a speaker effort that is neutral.
How can it be neutral when it is advertising?
- We mean that she is not identified, that some recognize her can happen. But to stand for a product with its brand: thus face and name would bring commercial benefit.