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Upholding the Division Between Editorial and Commercial Content in Legislation and Self-Regulation

Chapter in book
Authors Eva-Maria Svensson
Published in Blurring the lines: Market-driven and Democracy-driven Freedom of Expression, Edström, Kenyon & Svensson (eds.)
Pages 109-119
ISBN 978-91-87957-36-9
Publisher Nordicom
Place of publication Göteborg
Publication year 2016
Published at Department of Law
Pages 109-119
Language en
Keywords independent journalism, advertorials, content marketing, native advertising, media legislation, Sweden
Subject categories Law


The importance of a strict division between editorial and commercial content is, still, emphasised in legislation and self-regulation. Nonetheless, the practical situation differs: blurring the lines between editorial and commercial content in practice is increasing with phenomena such as advertorials, content marketing and native advertising. This article examines the division between editorial and commercial content in legislation and self- regulation in Sweden. It finds challenges exist in terms of maintaining the distinction in a context when new commercial models have emerged involving closer cooperation of journalism and business, when critiques have increased of public support for journalism and public service media, and when limits are relaxed such as those on the amount of broadcast advertising. These challenges raise questions about the ability of journalism to continue as an independent controller of both political and economic power.

Page Manager: Webmaster|Last update: 9/11/2012

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