Från like till lag : En analys av Reklamombudsmannens motivering i fällande beslut

This study examined how the self-regulatory organization (Reklamombudsmannen) interprets and applies ethical guidelines in the assessment of advertising posts on the Instagram platform, with a particular focus on Swedish influencers. Through a qualitative thematic analysis of five adjudicated cases from 2020 to 2024, the study identifies recurring patterns in how violations are expressed and addressed. It was shown that the self-regulatory organization function plays a central role in combating misleading advertising in society. At the same time, the study highlighted a continued need for clearer guidelines and educational efforts within the industry to strengthen compliance with ethical standards.