Stockholm City Hired Influencers to Advertise Environmental Zones

Implementing environmental zone class 3 in central Stockholm has not been popular. In an attempt to garner more support, Stockholm City hired so-called influencers to market the zones, which has now led to a report to the Parliamentary Ombudsman.

Through the campaign, Stockholm City’s traffic office aimed to reach as wide an audience as possible. The strategy involved paying influencers – internet personalities with a large following – to promote the introduction of the controversial and criticized environmental zone class 3.

One of the personalities who was paid is former biathlete Björn Ferry, who, in a video on his social media, congratulated Stockholmers on the zone. More collaborations were also planned but never materialized as the environmental zone was halted. Around 30,000 kronor were paid for the posts.

It is unclear whether the public’s attitude towards the zones became more positive, but the campaign resulted in a report to the Parliamentary Ombudsman.

Political Propaganda

The report was filed by opposition city councilor Dennis Wedin (M), who argues that the method blurs the line between information and political propaganda.

– I see this as a direct misuse of taxpayer money, and I think it is a fundamental issue that needs to be addressed – is this an appropriate way to spend people’s tax money, he told Swedish Radio.

Stockholm City is governed by the Social Democrats, the Green Party, and the Left Party.

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