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Eva-Maria Svensson

A case study of the division between editorial and commercial content

The distinction between commercial and non-commercial speech is challenged. The lines between editorial content and commercial content are blurred in media by phenomena like advertorials, content marketing and native advertising etc.
Three phases have been identified in the transformation towards giving commercial speech more legal protection (Heide-Jørgensen 2008/2013). Sweden is one of the countries that still make a distinction in law and self-regulation. Both regulatory systems are built upon the belief that the division is perceived as important in order to uphold the legitimacy for journalism and advertising.
This paper is based on a case study of the cases on the lack of identification of commercial messages from the Market Court as well as from the self-regulatory body Swedish Advertising Ombudsman. The purpose is to identify and analyse the gap between the regulation and the practical problem of blurred content.


LLM, LLD, Professor of Law, Department of Law, School of Business, Economics and Law, University of Gothenburg. Her research focus is on freedom of speech, gender legal scholarship, legal theory, legal philosophy, and gender equality and discrimination. Project leader for the research project Market driven and democracy driven freedom of expression funded by Ragnar Söderberg Foundation 2013-2016. She is also part of the TUARK research network on gender equality in the Arctic.

Recent publications:
Svensson, Eva-Maria & Edström, Maria (2014) Freedom of expression vs. gender equality - conflicting values when regulating gender stereotypes in advertising (2014). Tidsskrift for Rettsvitenskap, vol. 127, 5/2014, s. 479-511.

Lahey, Kathleen, Svensson, Eva-Maria & Gunnarsson, Åsa (2014) Gender Challenges & Human Capital in the Arctic. Arctic Yearbook 2014.

Svensson, Eva-Maria & Gunnarsson, Åsa (2012) Gender Equality in the Swedish Welfare State, feminists@law, Vol. 2, No 1/2012.

Sidansvarig: Christine Forssell|Sidan uppdaterades: 2015-06-30

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