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DETAILS OF ASSIGNMENT

STUDENT NAMES: IDS:

Paul Cummins

Michael Seneviratne

Kara McBride

Matthew Townrow

9903291

5834317

9936246

2315939

UNIT CODE * NAME ADV20001 Advertising Issues: Regulation, Ethics and Cultural Considerations

ASSESSMENT TITLE Major Assignment - Preliminary Assessment of Sweden Host to the 2026 FIFA World Cup

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Date:

Paul Cummins

Michael Seneviratne

Kara McBride

Matthew Townrow

26/08/2016

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Total Mark / Grade Marker

Preliminary Assessment of Sweden

Host to the 2026 FIFA World Cup

ADV20001 Advertising Issues: Regulation, Ethics and Cultural

Considerations

Prepared by Group 2: Paul Cummins (9903291), Michael Seneviratne (5834317),

Kara McBride (9936246) and Matthew Townrow (2315939).

Tutor: Nagia Centurion

Word Count: 2,165 (excl. referencing)

Date Submitted: 26/08/16

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Contents

Introduction ................................................................................................................................ 4

Overview of Sweden .................................................................................................................. 5

History of Football in Sweden ................................................................................................... 6

Cultural Values of Sweden ........................................................................................................ 7

Position and treatment of women in Sweden ............................................................................. 7

Quality and Inequality in the Workforce ................................................................................... 8

Stereotypes in Sweden ............................................................................................................... 9

Attitude towards advertising to children in Sweden .................................................................. 9

Treatment of Immigrants and Foreign Residents ..................................................................... 10

Attitude towards the LGBT community .................................................................................. 11

How do these cultural values ‘translate’ to other promotional culture? .................................. 12

Conclusion ............................................................................................................................... 13

References ................................................................................................................................ 14

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Introduction

The purpose of this report is to preliminarily assess Sweden as a potential host of the 2026

FIFA World Cup through the analysis of the cultural attributes of this nation. The attributes

covered include the position and treatment of women, stereotyping, the treatment of

immigrants and foreign residents, and treatment and attitudes towards the LGBT community.

The report aims, through the analysis of these factors, to determine whether Sweden would

represent a suitable location to provide an atmosphere that promotes acceptance and tolerance

towards people from all walks of life for both athletes and spectators to experience the 2026

FIFA World Cup.

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Overview of Sweden

Sweden is one of four Scandinavian nations, and has a population of approximately 9.8 million,

with 910,000 (22%) living in the country’s capital, Stockholm (Sweden Population Clock

2016). An important aspect of Sweden is its embracement of multiculturalism, evidenced by

the 15% of the population who were born abroad (Quick facts about Sweden 2016) and 89%

of the population who regard English as their second language (40 Facts about Sweden 2016).

Sweden has a sound economy, built with the assistance of immigrants (Miles & Thränhardt

1995, p. 162). Furthermore, as Sutherland (2015) states, “Sweden has among the EU’s lowest

levels of national debt, low and stable inflation and a healthy banking system”. These factors

provide Sweden with the essential characteristics to be a successful host of the 2026 FIFA

World Cup.

Image 1: Facts on Sweden (Piktochart 2016).

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History of Football in Sweden

Sweden has a rich football history and have been a part of the FIFA World Cup tournament

(World Cup) since its establishment in 1930, hosting their first women’s World Cup 25 years

later in 1955, followed by a men’s World Cup in 1958 (Overview of all the FIFA World Cup

host countries 1930-2022 2016). The Swedish national football team has made a total of 11

appearances at the World Cup and is regularly part of the European Cup and the Olympic

Games (Kamperin 2015). The Swedish capital, Stockholm, has a state-of-the-art stadium,

Friends Arena, built in 2012 with a capacity of 55,000 (Friends Arena 2016). The stadium is

situated in close proximity to the city centre and is easily accessible by transport (Friends Arena

2016). Friends Arena demonstrates Sweden’s ability to build venues suitable for events such

as the World Cup, however, to meet the minimum 8 stadium requirement Sweden will be

required to invest in further venues (Manfred 2015). Sweden however, has one of the lowest

levels of debt in the EU (How Sweden created a model economy 2016) further indicating their

financial ability to host the World Cup.

Image 2: Friends Arena, Stockholm, Sweden (Ripley 2012).

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Cultural Values of Sweden

Sweden’s cultural values are well suited to hosting one of the world’s largest sporting events

the World Cup. A core value Swedes hold, is the value placed on multiculturalism. As Nelson

(2015) suggests, “Swedes have long seen their country as a humanitarian superpower – one

that may avoid military conflict, but stands in the front-line of helping the world’s

dispossessed”. This began after the Second World War as Sweden’s booming economy

required skilled labour from Europe (Miles & Thränhardt 1995, p. 162) and has since continued

to embrace and accept refugees (Sweden Sverige 2016a). A key characteristic of their culture

is that Swedes regard themselves as egalitarian in nature, humble and find boasting absolutely

unacceptable (Commisceo Global 2016), such a friendly nature will assist tourists visiting

Sweden for the World Cup.

Furthermore, Swedes are world leaders in equal rights (Bennhold 2010), with equality seen as

a cornerstone of their society (Sweden Sverige 2016b). Their main strategy is Gender

mainstreaming, to ensure that equality continues to evolve, including areas such as the

distribution of education, power and resources (Sweden Sverige 2016b).

Art and Music are also important aspects of Swedish culture. Music is well funded and children

are encouraged early-on to take part in associated activities (Sweden Sverige 2016e).

Additionally, protecting the environment is important, with 99% of household waste being

recycled - much of it burnt to create energy (Sweden Sverige 2016c). All Swedes do their part,

from homes actively separating recycling, to businesses accepting used clothing (Sweden

Sverige 2016c). This focus may assist Sweden in reducing the carbon footprint of the World

Cup.

Position and treatment of women in Sweden

Sweden is renowned as a country of equal opportunity; “Sweden wants women and men to

enjoy the same opportunities, rights and obligations in all areas of life” (Gender Equality in

Sweden 2016); owing to this many consider Sweden a feminist country. Women are formally

treated as equals in all areas of life, with this principle introduced in pre-school, and naturally

filtering into areas such as the workplace and sport (Gender Equality in Sweden 2016). The

Swedish government describe themselves as a feminist government (Numhauser-Henning

2015) and is an example of the positive position and treatment of women whereby, according

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to Numhauser-Henning (2015), “there is close to equal representation in decision-making”.

The EU gender equality index lists Sweden as number one in gender equality, scoring 74.3%

compared to the EU average of 54%” (Numhauser-Henning 2015). This demonstrates that

Sweden’s position and treatment of women is positive in nature; women are treated equally

from childhood and are represented significantly in government, making an excellent host of

the “World’s Game”.

Quality and Inequality in the Workforce

Sweden is a country that prides itself on gender equality, especially when it comes to the

workforce. The Swedish Discrimination Act states that there is a “requirement that all

employers must actively pursue specific goals to promote equality between men and women”

(Gender Equality in Sweden 2016); this policy appears to be successful, as 73% of women and

77% of men are in paid work (Sweden 2016), giving women almost the same employment rate

as men (Numhauser-Henning 2015). Another factor promoting equality in the workforce is

Sweden’s policies relating to parental leave; parents are entitled to 480 days of paid parental

leave per child, this policy is gender neutral (Gender Equality in Sweden 2016). These policies

and statistics confirm that Sweden embraces gender equality in the workforce, and provides a

basis for both men and women to receive equal employment opportunities during the World

Cup, something that may not be possible elsewhere.

Image 3: Equality (Weiss 2014).

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Stereotypes in Sweden

Swedish people stereotypically are seen as attractive, tall and slender with blonde hair and blue

eyes. Sweden is regarded as being a very progressive, feminist and liberal society, leading the

way in gender equality with women easily able to have both a career and family (Baldwin

2013). Furthermore, Swedes are seen as being modern, adapting to new technologies and

trends, honest and trustworthy (Baldwin 2013). Other stereotypes include being arrogant,

unfriendly, a little boring and somewhat racist (Baldwin 2013), therefore, Public Relations

should be undertaken to overcome any negative image that may exist in the international

community when promoting Sweden as a host nation.

Image 4: Swedish Stereotype (National Stereotype 2015).

Attitude towards advertising to children in Sweden

Sweden has a long history of consumer protection, specifically consumer groups that are

considered to be vulnerable, such as children (Plogell & Sundström 2004, p.65). Two

government authorities protect consumer interests; the Consumer Protection Agency and the

Consumer Ombudsman (Plogell & Sundström 2004, p.65), with the Marketing Practices Act

(“MPA”) being the general law that applies to all marketing activities (Plogell & Wardman

2009, p.65).

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Sweden has banned television advertisements aimed at children under the age of 12, which has

been the case since the introduction of commercial television from the 1st of July 1991 (Wall

Street Journal 2001). The majority of the Swedish population believe that advertising to

children is ‘not fair play’ (PPU 2016), with research findings showing children under the age

of 10 cannot differentiate between a commercial and a program, and do not understand the

purpose of a commercial until age 12 (Shah 2001). It is important to note, the prohibition only

applies to television advertising broadcast from within Sweden; external broadcasts from other

counties are not covered by the prohibition if directed to Swedish subjects (Plogell &

Sundström 2004, p.66). When determining who the target audience is for an advert factors

such as the characteristics of the product, the commercial design and when the commercial is

broadcast are taken into account, however, for advertisers the definition ‘aimed at attracting

the attention of children under the age of 12’ remains vague (Plogell & Sundström 2004, p.66).

Further, Swedish law prevents direct mail advertising being addressed to children under the

age of 16 (Swedish Consumers´ Association 2001); such advertising must therefore be

addressed to the guardian of the child (Plogell & Sundström 2004, p.67).

Advertising campaigns for the World Cup need to take into account Swedish laws and rules

about advertising, including whether adverts could be interpreted as having a target audience

under the age of 12 years, and ensure that any mailing lists purchased for use in direct mail

campaigns be ‘cleansed’ so that there are no listings for persons under the age of 16. Whilst

this may be considered an impediment to advertisers, rule breaking in Sweden may be more of

a commercial impediment

Treatment of Immigrants and Foreign Residents

Immigration in Sweden has formed an essential part of the country’s history and policies. As

Wiesbrock (2011) explains, the country adopted immigrant integration in the 1960's, providing

courses in the Swedish language for immigrants, as well as a new integration policy in the

1990's to allow equal rights and opportunities for all people in Sweden regardless of their

ethnicity. The aim is to create social cohesion and eliminate racism and discrimination. These

goals depict Sweden as a nation which welcomes and respects migrants with a view to assist

them in integrating into Swedish society. It suggests an atmosphere of working together as a

society, regardless of a person’s identity, to create a stable nation which is desirable to live in.

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Furthermore, Alstrom (2013) notes that from the 1980's onwards Swedish migration laws have

been generous and less restrictive, resulting in the country being ranked second in the number

of accepted asylum seekers per capita out of twenty European and North American

countries. However, a result of its generosity and tolerance towards immigrants Sweden has

also been required to reinstate border controls to control entry of the large number of

prospective migrants, according to Orange and Foster (2015).

As a successful bid for the World Cup would attract foreign guests to Sweden, the generosity

and tolerance shown towards foreigners will make this nation most suitable for athletes and

spectators alike.

Attitude towards the LGBT community

Sweden have been united in their collective stance that there is no room for discrimination

against the LGBTQ community (Sweden Sverige 2016d). Swedish policy makers and

legislators are striving to provide the LGBTQ community the same rights as the broader

community through the implementation of gender agnostic laws (Fishkin 2014, p. 227).

Sweden introduced adoption rights for gay couples in 2003, and provided lesbians with

insemination rights in 2005 (Sweden Sverige 2016d). Following this progression, the LGBTQ

community received equal marriage rights in 2009, with the prohibition of discrimination based

on sexual orientation being outlawed in 2011 (Sweden Sverige 2016d). These laws and a

general desire to fight for continual improvement have resulted in Sweden being ranked 12th

out of 49 nations in Europe in respect of human rights (Rainbow Europe 2016).

Image 5: Internationally Welcoming (Thering 2015)

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How do these cultural values ‘translate’ to other promotional culture?

The values found in Swedish culture can be seen in advertising and the promotion of the

country in general. In terms of hospitality and nature, Swedish newspaper “the Local” (2013)

published results from a survey that found tourists, particularly those from other parts of

Europe, regarded the Swedish hospitality standards, together with the countryside and nature

as key reasons for visiting the country.

Sweden promotes equal rights for both men and women; this is visible in advertising. Majid

(2013) found a series of Swedish television advertisements showed no distinction in gender

roles, with men and women being depicted undertaking a variety of roles. Peck (2012) also

reports on a gender-neutral toy catalogue published in Sweden, suggesting children should be

able to select which toy they prefer rather than selecting one based on their gender.

In an attempt to prevent discrimination towards the LGBTQ community and people in general,

the Swedish postal service has issued a stamp with a rainbow graphic to “emphasise the equal

value of all people and the strength represented by people’s unique qualities and differences”

(Duffy 2016).

Strict control on the sale of alcohol also reflects the cultural value of avoiding alcohol abuse.

According to the country’s Alcohol Act, the “advertising of alcohol must apply special

moderation...[and] other marketing measures must also not be insistent, intrusive or encourage

the use of alcohol” (Plogell & Ullberg 2016).

Sweden’s hospitality, natural environment, control on alcohol, and promotion of acceptance

and tolerance of all people, as discussed above provide Sweden with a strong foundation to

improve the promotional culture of the World Cup. This will be achieved by adapting its values

into advertisements and promotional material adding to an inclusive, safe and welcoming spirit

to the tournament, thus providing a strong case for Sweden to be considered as host for the

World Cup.

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Image 6: Swedish Rainbow postage stamp (Duffy 2016).

Conclusion

As set out in this report, Sweden has a long history with football dating back to 1930, with a

great understanding of the requirements for holding the tournament given that they have hosted

both Women’s and Men’s FIFA World Cups previously. The country’s cultural values are

uniquely suited to embracing all differences that spectators may bring to the event and Sweden

has a strong stance on preventing discrimination, which includes strong gender equality

policies, integration of immigrants and foreigners and positive views towards the LGBT

community. The changes made towards the LGBT community for instance, demonstrates that

Sweden possesses the ability to accept and promote minority groups in society. Sweden’s

policies towards advertising to children further demonstrate that they are not accepting of

exploiting vulnerable groups. Although Sweden will have to undertake substantial

development of stadiums suitable to host the tournament, the factors discussed in this report

demonstrate that Sweden is adept to change, is organized and in a strong financial position to

undertake this investment in infrastructure. Therefore, Sweden should be considered as a

strong candidate to host the 2016 FIFA World Cup.

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