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Marknadsföringslagens tillämplighet på content marketing

Tukiainen, Laura LU (2016) LAGF03 20161
Department of Law
Faculty of Law
Abstract (Swedish)
Content marketing är ett relativt nytt begrepp inom marknadsföring. Den kan beskrivas som redaktionell marknadskommunikation, och bygger på tanken att producera värdefullt information som konsumenterna finner intressant och roligt. Denna typ av värdeskapande marknadskommunikation sker genom bloggar, nyhetsbrev, kampanjer på sociala medier, events med mera. Innehållet består ofta av generell information om företagen, dess ställning till vissa samhälleliga frågor samt hur verksamheten bedrivs.
Den svenska marknadsföringslagen har en generell räckvidd och kompletteras av annan lagstiftning samt omfattande självreglering. Fri spridning av åsikter och ett fritt meningsutbyte skyddas av tryckfrihetsförordningen och yttrandefrihetsgrundlagen.... (More)
Content marketing är ett relativt nytt begrepp inom marknadsföring. Den kan beskrivas som redaktionell marknadskommunikation, och bygger på tanken att producera värdefullt information som konsumenterna finner intressant och roligt. Denna typ av värdeskapande marknadskommunikation sker genom bloggar, nyhetsbrev, kampanjer på sociala medier, events med mera. Innehållet består ofta av generell information om företagen, dess ställning till vissa samhälleliga frågor samt hur verksamheten bedrivs.
Den svenska marknadsföringslagen har en generell räckvidd och kompletteras av annan lagstiftning samt omfattande självreglering. Fri spridning av åsikter och ett fritt meningsutbyte skyddas av tryckfrihetsförordningen och yttrandefrihetsgrundlagen. Marknadsföringslagen tillämpas på all marknadsföring, oavsett form och medium. En grundläggande princip inom marknadsföringsrätten är principen om reklamidentifiering och sändarangivelse.
Rättsläget kring content marketing är för nuvarande oklar. För att material ska kunna ingripas med stöd av marknadsföringslagen, krävs det att materialet är av utpräglad kommersiellt syfte. Opinionsbildande uppgifter faller utanför lagens tillämpningsområde. Ibland kan marknadskommunikationen även innehålla så kallade blandade meddelanden.
Av praxis framgår, att kommunikation och annonsen som har direkt koppling till den svenska marknaden, bedöms vara av kommersiellt natur. Däremot kan information om företagets verksamhet, som inte är tillgänglig för svenska konsumenter, falla utanför tillämpningsområdet. Detta kan medföra problem med till exempel reklamidentifiering och ställer eventuellt högre krav på konsumenternas förmåga att utvärdera olika meddelanden. (Less)
Abstract
Content marketing is a relatively new theory within marketing. It can be described as editorial marketing and it is based on the idea to produce valuable content that consumers find interesting and entertaining. This type of value-creating marketing is done through blogs, newsletters, campaigns on social media, events etcetera. The content is often information about the company, statements about issues in the community and general information about how the company operates.
The Swedish Marketing Practices Act is the general law, and it is completed by other laws for marketing specific products as well as industry self-regulation. The freedom of speech is protected by the Freedom of the Press Act and the Fundamental Law on Freedom of... (More)
Content marketing is a relatively new theory within marketing. It can be described as editorial marketing and it is based on the idea to produce valuable content that consumers find interesting and entertaining. This type of value-creating marketing is done through blogs, newsletters, campaigns on social media, events etcetera. The content is often information about the company, statements about issues in the community and general information about how the company operates.
The Swedish Marketing Practices Act is the general law, and it is completed by other laws for marketing specific products as well as industry self-regulation. The freedom of speech is protected by the Freedom of the Press Act and the Fundamental Law on Freedom of Expression. The Marketing Practices Act is applicable on all marketing, regardless of the format. One of the fundamental principles within marketing legislation is the principle that all advertisements have to be identified as marketing.
The legal status of content marketing is not clear. To a practice to be considered as marketing according to the law, it needs to be of distinctive commercial nature. Other messages, such as opinions and news, are not covered by the Marketing Act. Sometimes the marketing practices can include commercial material as well as other material.
The Swedish Market Court has in cases, where the information given to consumers was directly linked to the company’s functions in Sweden, considered it to be of commercial nature. When the information concerned the company’s functions and products outside of Sweden, the court considered the law not to be applicable. This can eventually cause problems for the consumers’ ability to identify marketing. (Less)
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author
Tukiainen, Laura LU
supervisor
organization
course
LAGF03 20161
year
type
M2 - Bachelor Degree
subject
keywords
Rättsvetenskap, marknadsrätt, marknadsföring
language
Swedish
id
8874073
date added to LUP
2016-07-04 09:11:19
date last changed
2016-07-04 09:11:19
@misc{8874073,
  abstract     = {Content marketing is a relatively new theory within marketing. It can be described as editorial marketing and it is based on the idea to produce valuable content that consumers find interesting and entertaining. This type of value-creating marketing is done through blogs, newsletters, campaigns on social media, events etcetera. The content is often information about the company, statements about issues in the community and general information about how the company operates.
The Swedish Marketing Practices Act is the general law, and it is completed by other laws for marketing specific products as well as industry self-regulation. The freedom of speech is protected by the Freedom of the Press Act and the Fundamental Law on Freedom of Expression. The Marketing Practices Act is applicable on all marketing, regardless of the format. One of the fundamental principles within marketing legislation is the principle that all advertisements have to be identified as marketing.
The legal status of content marketing is not clear. To a practice to be considered as marketing according to the law, it needs to be of distinctive commercial nature. Other messages, such as opinions and news, are not covered by the Marketing Act. Sometimes the marketing practices can include commercial material as well as other material.
The Swedish Market Court has in cases, where the information given to consumers was directly linked to the company’s functions in Sweden, considered it to be of commercial nature. When the information concerned the company’s functions and products outside of Sweden, the court considered the law not to be applicable. This can eventually cause problems for the consumers’ ability to identify marketing.},
  author       = {Tukiainen, Laura},
  keyword      = {Rättsvetenskap,marknadsrätt,marknadsföring},
  language     = {swe},
  note         = {Student Paper},
  title        = {Marknadsföringslagens tillämplighet på content marketing},
  year         = {2016},
}