Sweed Speed

Sweeds don’t like it too fast too soon. It’s OK to have fun but not hazardous fun.

We want our lives, society – and advertising organized and regulated (hey, we like it that way). Even motorbike advertising.

Right now The Swedish Association for Moped and Motorcycles Retail Trades, McRF, is discussing ethical guidelines for bike marketing.

What we can expect is no more pictures of escalating bikes, no more drivers without helmet or other protective equipment, no more racing bikes with slick tires and absolutely no hints about driving faster then the speed limit.

In summary: no advertising which calls to have hazardous fun on the road. Per Johansson, CEO at McRF, says  “speed neutral.”

OK, but what’s left to advertise?

The Harley ad, with super model Marisa Miller, above is for the retailer Northbik and The Swedish Advertising Ombudsman has banned it.


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