EU Regulations Push Swedish Politicians to Become Social Media Influencers

Recent EU regulations, particularly the Transparency and Targeting of Political Advertising (TTPA) regulation that took effect on October 10, are drastically reshaping how Swedish politicians communicate with the public. According to Hannes Oscarsson, a PR consultant, the ban on political advertising on major social media platforms forces politicians to adopt influencer-style tactics on channels like Instagram and TikTok. Examples include Magdalena Andersson promoting job opportunities on Instagram and Ulf Kristersson creating TikTok videos set to popular music. Oscarsson stresses this adaptation is driven by necessity due to the regulations rather than cultural trends and criticizes the lack of public awareness in Sweden about these EU mandates, which he views as a democratic concern (Source 142257).

Meanwhile, this shift to social media emphasis intersects with an already heightened climate of online political hostility. Research shows threats and harassment against Swedish politicians have escalated since the 2010s, with social media platforms often serving as a conduit for such attacks. Politicians like Erik Ottoson have personally experienced threats via social media, while Ida Karkiainen calls for more respectful debate and better platform moderation. The upcoming Demokratirådsrapport 2026 aims to explore these dynamics and their implications for democratic discourse and parliamentary function (Source 142248).

In sum, EU regulations not only compel Swedish politicians to embrace new, less formal communication channels but also coincide with challenges of maintaining civility and safety online. These developments highlight a complex evolution in political communication influenced by legislation, technology, and social dynamics.