During the autumn, the Swedish Consumer Agency placed injunction against several companies - including Intersport, Sportamore and Ur & pen. This means that they are not allowed to use certain types of marketing that may be misleading.

"An unhealthy market"

The most common sale cheat consists of the product being marketed at a reduced price, which is compared to a regular price that the product has never had. Or, marketing can give the impression that the sale is going on for a limited time, even though it does not.

- There is a great deal of competition between the companies, and I think some companies feel that they have to take all the tricks they can. But this is clearly a sign of an unhealthy market, says Niclas Ernebratt.

Cheats put in the system

According to Niclas Ernebratt, the Swedish Consumer Agency has had to become increasingly tough in its actions, and this year they have brought legal proceedings against two companies. One of them is the online store Jollyroom, which in November was sentenced in the Patent and Market Court to pay SEK 1.5 million in market disruption fee for misleading marketing.

- My opinion regarding Jollyroom is that the cheat was put in system. That was very much why we pursued the case in court, he says.

When SVT News talks to Jollyroom they say that they have taken the verdict very seriously and changed their marketing. An image confirmed by Niclas Ernebratt.

- Our legal measures have an effect, as far as Jollyroom is concerned, their marketing is clearly different today.