Report Reveals Disparities in Swedish Advertising Representation

A recently published report by Mediekompaniet, titled Rättvisaren, examines the representation of individuals in Swedish advertisements, revealing striking demographic disparities. Approximately 57% of individuals depicted in ads are women, yet the majority of these women are young and slim, contrasting with the national statistics indicating that 60% of Swedes are classified as overweight. This discrepancy raises questions about the portrayal of body types in media.

The study indicates that while men in advertisements are represented more evenly across various age groups, women are predominantly represented as younger individuals, suggesting a potential bias in gender portrayal. Additionally, visibility for individuals with disabilities in these advertisements is virtually non-existent, highlighting another area of disparity.

Notably, the report does document positive trends, including an increase in the representation of non-white individuals since 2020. Furthermore, there has been a shift in how genders are portrayed, with both men and women increasingly depicted in serious contexts. Advertisements featuring fathers have also seen a rise, although representations of same-sex parents remain almost entirely absent. Over 1,000 people were interviewed as part of this comprehensive study, shedding light on their limited identification with the individuals shown in advertisements, despite half of respondents not perceiving this as a significant issue.