The Association of Swedish Advertisers

We promote and protect the interests of Swedish advertisers, helping them get the most out of their investments. We represent close to 400 organisations in a dynamic network of 4500 marketing professionals. Our toolbox, advice, training, seminars and industry knowledge all help marketers work more effectively, powerfully and responsibly – for their organization and their brand.

Our story

Stockholm’s first ever neon billboard lit up the city center in 1907, advertising Stomatol toothpaste. And it was Stomatol’s Head of Advertising, Bertil Andersén, who founded the Association of Swedish Advertisers, driven by the mantra “truth in advertising”. The sign is still there, and still loved, today. And so are we.

On November 15 1924 Bertil and 36 advertisers from 30 corporations met at the restaurant Gillet to figure out how they could best harness the power, profit and truth of advertising to drive their organisations forward. We continue their work today. In fact our present offices are still round the corner from the restaurant. Visit us today.


Fast forward and we are now one of the world’s largest professional organisation for advertisers. We represent close to 400 organizations in a network of 4500 individuals—18 of Sweden’s 20 largest advertisers are members. Our members invest 3,4 billion US dollars a year in marketing and advertising.

From the smallest to the largest businesses, from private to public organizations, from county councils to city municipalities—we protect their interests and help them make sure every penny of their investment is time and money well spent.

What we do:

The 100-watt Awards

Our 100-watt Awards honour Swedish campaigns that have lit up the market and achieved the best, quantifiable, measurable results. The Awards recognize Swedish-produced or adapted campaigns, published domestically or internationally. Read more about 100-wattaren. (in Swedish)

Counselling and advice

We offer members crucial advice on issues such as:

  • Legal advice: Marketing and campaign laws, regulations, the interpretation of rules and ethics etc.
  • Choosing an advertising agency: Including cooperating, briefing and planning with agencies

Joint industry committees

Our committees, project teams and task force teams each have special tasks. Each team includes representatives from different sectors of trade and industry, public administrations and authorities. Our team’s working structure is efficiently organized to enable it to meet the members’ demands for a dynamic and powerful association, and to make sure that the interests of our members are looked after.

Up-to-the-minute industry news and info

Our weekly members’ newsletter is packed with valuable and relevant content—as well as invitations to seminars and upcoming events. Our social media channels, Facebook and LinkedIn, keep members in the loop and are updated continuously. Our new feature Marknadsinsikter (Marketing Insights) by Carin Fredlund give our members the latest and most interesting insight into the industry to help our members being ahead in the game and always grow.

Negotiations and agreements

We help put pressure on suppliers, helping members negotiate trade agreements and standard-form contracts. We help set and enforce general agreements for agency cooperation, suppliers’ agreements with the printing industry, and contracts with media and media groups.

Unique networks get you connected

Members can meet like-minded peers from their own industry in one of our six professional networks.

Free seminars and webinars

We hold around 60 seminars every year for our members as well as a number of webinars. Topics vary—but they always come from the advertisers’ perspective, as opposed to the ad or media agency’s point of view.


We provide customized training within marketing law, online marketing and best practises when cooperating with advertising agencies.

Advocacy and opinion making

We constantly campaign for greater freedom of action in marketing, and better conditions for our members’ market communications. We actively lobby to prevent unnecessary restrictions on and legislation against advertising and marketing. We also work actively to make the positive role of marketing and advertising better understood and respected by the public and wider organizations and authorities. We believe advertising and marketing can be a positive, dynamic force in society.


We are a member of the World Federation of Advertisers, the WFA, which monitors international advertising and media issues.

Anna Eklund

Anna Eklund
Head of Finance and HR
Mobile: +46 707 97 13 00

Camilla Nilsson

Camilla Nilsson
Member Responsible
Mobile: +46 739 77 45 81

Hanna Riberdahl

Hanna Riberdahl
Mobile: +46 702 29 66 90

Karin Grohman