The Swedish capital is preparing to ban outdoor advertising with sex and racial discrimination.
But should it be up to politicians to decide which billboards go too far?
For Daniel Helden, he is one of the deputy mayors of Stockholm and a long-term
Serving Green Party activists to ensure that women do not feel uncomfortable with explicit or gender-stereotyped advertising in public places is both a political task and a personal one.
"I know my daughters. they don't like it.
"They feel terrible," he said . " He stuffed a wisp of loose hair into the ponytail.
"As a city, we should not be part of this kind of advertising.
It is my duty to prohibit this.
"This is the mantra of his party and its senior Alliance Partner Center --
The left-wing Social Democratic Party has been pushing for three years before the global MeToo campaign began.
At the same time, the record of immigration to the Swedish capital during the same period (
Driven by the refugee crisis and the global tech boom)
Mr. Helden acknowledged that this contributed to a broader awareness of stereotypes and the need to avoid the "racist color" of public places ".
His efforts to eliminate discriminatory billboards, digital displays or information boards will culminate later this month, when the City Council is expected to approve the prohibition of racist and discriminatory advertising that the Council has agreed to in December across sectors
Mr. Helden is in charge of the party Transportation Department.
The division will, in accordance with the requirements of the same guidelines for what constitutes gender discrimination or racist propaganda, adopt the national advertising supervision Reklamombudsmannen (RO).
But while RO cannot impose sanctions on companies that violate the guidelines, the Transport Department will be able to order them to dismantle offensive billboards within 24 hours.
A year ago, in Paris, when the city council voted to revoke public billboards with gender discrimination or other degrading advertising, the move followed a controversial "pornographic advertisement"
The "fashion" campaign launched by YSL.
At the same time, advertisements for negative physical images are prohibited on London's transportation (TfL)
In 2016, when the mayor of the British capital, Sadik Khan, called on TfL to set up its own steering group to ensure that advertising complies with the national regulations established by the UK advertising regulator, ASA.
For global observers, Sweden, a country that has long enjoyed the best reputation, could be surprising --in-
When it comes to feminism and diversity, the class is trying to solve similar problems.
One view of the issue is that gender discrimination and racism are important issues on the agenda, and neither Swedish politicians nor consumers are afraid to speak out about them.
But before the move, the advertising industry has been unable to eliminate discrimination in the past decade of debate.
Just a week after the 2018 incident, H & M apologized after the social media storm after an ad saying a black child made a hoodie next to "the coolest monkey in the Jungle"
Since the establishment of the advertising watchdog Reklamombudsmannen for the Swedish population of 10 million in 2009, it has conducted thousands of assessments of gender and other forms of discrimination (
Including racism.
A third complaint was maintained. The non-
The party Swedish Women's Lobby recently listed Sweden as the worst gender profile in northern Europe, as it is the only country in the region that lacks legislation against gender discrimination and stereotypes in advertising.
But the Swedish Association of advertisers has attacked Sweden's plans to strengthen its fight against discrimination (
Sveriges Annons Örer)
Representing agencies and marketing professionals.
Anders Eriksson, the company's chief executive, believes that despite what he calls a "very strong feminist group" complaint, Sweden has done a "very good job" in self-respect"regulation.
He is concerned that the ban will increase red tape and limit freedom of speech.
"I think it's wrong.
Because if the ad ombudsman came to a conclusion, the Stockholm City Council came to another conclusion, exactly on the same ad, who would we listen?
He said he was also concerned that it would be "quite expensive" for advertisers who asked to take down as many as 200 billboards distributed across Sweden in a short period of time "--
Notice and question the impact of localization measures in a relatively small capital where many commuters live outside the city's borders and may still see banned advertising elsewhere.
In the main shopping district of Stockholm, gather around the black and white triangle.
The tiles of its largest square Sergels Torg do not currently have suspicious billboards.
But interest in the city council plan seems mixed.
"Of course, I think it will allow people to think more about what kind of content they put in their ads.
They have to regulate it because that's the only way we can get rid of the spec --
Because it has been going on for decades, "said Tuva Ekelund from Stockholm.
DJ from Norway.
However, a Swedish medical tech worker named Anton said he believes that "the ban does not really work because the market will react to it.
"I'm a little worried that these things are up to politicians," he added . ".
"Political correctness is sometimes more interesting than practical problems," he argues . ".
Returning to the city hall of Stockholm, Deputy Mayor Daniel Helden insisted that his team would maintain close dialogue with the advertising industry once the ban was introduced, and complete a comprehensive review of the situation after the first year of the new guide.
"We won't just ban advertising without discussing it with the rest of the community," he argues . ".
At the same time, he hopes that other cities and municipalities in Sweden will follow suit.
"They know what we're doing and they're thinking about what the impact will be.