Ingen reklam tack! … men gärna samhällsinformation

This paper seeks to find out more about editorial advertising and the attitudes concerning it in Sweden today. What is editorial advertising, and to what extent does it exist in Swedish daily press? What do journalists and editors think about these subjects, and have their thoughts changed since the Committee against editorial advertising disappeared in 2005? Our study of five newspapers: Dagens Nyheter, Aftonbladet, Metro, Helsingborgs Dagblad and Hallands Nyheter during 2009 shows, for example, that half of the texts in these newspapers contain a company name or a product, and that this is most frequent in consumers journalism. It is nearly impossible to define exactly what editorial advertising is. Hence it is also difficult to say how we can prevent it from destroying the credibility of Swedish daily press.