Sweden’s national commercial channel TV4 is to be allowed to increase the number of commercials it broadcasts in line with those screened by TV3 and Kanal 5. The Swedish government is to increase the amount of advertising allowed per hour to 15 minutes in line with legislation in most other European countries. TV3 and Kanal 5 have circumvented the legislation by uplinking their transmissions from London, where they have been able to take advantage of a more relaxed regime. TV4, which will lose its supposed monopoly on advertising with digital switchover, has protested against the rules for many years.
In an article in the media magazine Resumé, culture minister Lena Adelsohn Liljeroth said the new rules would come into force on February 1 next year. She said that satellite broadcasts into Sweden had made it increasingly difficult for the country to maintain its stance on alcohol and advertising aimed at children. (JC)
