Here in Sweden, advertising rules are fairly strict. No advertising to children. No cigarette or alcoholic beverage ads on tv. And no false claims, such as “Dr.Pepper is the best drink in the world!” They also took L’Oreal to court for claiming one of their products removed wrinkles, since that’s not actually possible.
I realize this is strict, but other things are more open than you would think. However, some people tend the stretch the definition of false advertising and I can only imagine how many complaints the agency maintaining these rules receives.
One such complaint was in the opinion section of the local “Metro” paper on Friday. A woman complained that a milk company had violated false advertising laws in their tv commercial because the woman in the commercial walks around a farm with the cows and says, “These are my co-workers.”
The complainer then went on to state that in no way could those cows be employees because they don’t get vacation time, pay or holidays off. Therefore the commercial should be removed from the air.
I don’t think there are any plans for that but her letter certainly made my day.
Employee benefits for cows!
I was exhausted Monday and decided to make my grocery list for the next day right before bed. Here is the list I made, which I did not look at until I was in the grocery store this morning:
Milk & stuff
“Milk & Stuff?” I stood there quite a long time in the aisle trying to figure out what I meant. Milk & Stuff. What kind of stuff? Milky stuff? What would that be?
Many of us foreigners who move to Sweden like to tell stories of the horrible mistakes we’ve made in the grocery store. Two of my friends made a cake with yeast because they couldn’t tell the difference between that and baking powder.
Besides making mistakes in good and bad food products, my most memorable mistake was buying what I thought was shampoo. For one month I went around with greasy hair thinking there was something wrong with the water or air around here until I found out that my bottle that said, “balsam” translated to “conditioner.”
So when you see one of us foreigners walking around Sweden with bad hair carrying around food that you would never eat yourself, please remember how it would feel if you couldn’t read anything and hand that person the green striped milk and the decent yogurt (2 of the toughest things to figure out with a lot of trial and error).