In Sweden, there's a heated debate about a possible total ban on telemarketing. This was prompted by a research report published in August by the Consumer Protection Agency.

 

The vast majority of consumers, for various reasons, have no need for telephone sales and many are dissatisfied with appointments made over the phone. Consumers experience significant problems with telephone sales in markets such as electricity, telecom, credit, gambling, and health food. This is according to a survey by the Swedish Consumer Agency. The Swedish Consumer Agency.

While the report states that Swedish consumers have no need for telemarketing, the Swedish telemarketing industry opposes a ban or additional regulations.

Trade association Kontakta on the defensive

Opponents of a total ban point to previous studies in 2007 and 2018, which concluded that a ban would be so far-reaching and disruptive to freedom of trade that it would be unfeasible. Where telemarketing goes wrong, the government should intervene, according to Tina Wahlroth from the trade association Kontakta.

Wahlroth also emphasizes that telephone sales is often referred to as an "industry," while in principle all industries use the telephone for sales, including donor organizations and associations. The trade association attaches great importance to working with its members to ensure the channel is used correctly. For example, they award the "Safe Customer Contact" quality award to companies that conduct themselves correctly in every respect.

“More rules don't stop criminals”

Kontakta argues that a ban would ""criminals and unscrupulous actors" will not stop them from calling. They also fear that a ban will solve the problem that few consumers know their rights. Restrictions, such as those introduced in 2018 following proposals by the Swedish Consumers' Association in 2015 to combine telephone sales with written confirmation, are also said to be insufficiently effective. Kontakta also opposes the full recording of telemarketing calls; currently, only the offer portion is recorded. Finally, Kontakta points to a lack of data on the real culprits in the sector: the Swedish Consumers' Association does not handle problems transparently, and resolved reports are reportedly left unresolved year after year.

Swedish Consumers' Association: in favor of a total ban

The Swedish Consumers' Association 'Sveriges Konsumenter' – in favor of a total ban on telephone sales – reacted strongly with an opinion piece in a Swedish newspaperAccording to the association, the list of consumer complaints about telemarketing is headed by companies selling TV and mobile subscriptions, electricity contracts, and insurance. Games and lotteries are in fourth place. "Telecom companies stand out when it comes to disputes over contracts concluded during telephone sales, just as they have long stood out when it comes to shortcomings in customer service," says the association. "In addition to purely criminal telemarketing companies, telemarketers from large, established companies continue to lure customers with contracts they actually don't want."

Own industry not in order

According to Sveriges Konsumenter, the sales organizations use the same "tired methodology": "surprise the consumer, encourage them to buy, overload them with information they find difficult to process, and then pressure them to sign a contract as quickly as possible. They make the consumer believe they're not committing to anything right now, while simultaneously ensuring the contract has a long term and obligates the customer to pay a lot of money."

"The industry has had decades to clean up. That hasn't happened," says Sveriges Konsumenter. "Few Swedish consumers know their rights, such as the 14-day right of withdrawal for distance selling contracts. And it's not unusual for the customer to receive the first invoice after the right of withdrawal has already expired."

“The business method is problematic in its basic construction and the conditions for absorbing information and considering people's needs are substandard, regardless of whether regulations are complied with or not.” – Sveriges Konsumenter

Motion on research into a (total) ban

Minister Erik Slottner (Finance) is concerned about the problems highlighted in the Consumer Protection Agency's report. He emphasizes that many people—especially the elderly and those with language or cognitive disabilities—are harmed by telephone sales. Slottner is therefore not ruling out any options and is open to a ban or an opt-in system. However, there are no indications yet that a concrete legislative proposal is being developed. Several proposals have been made recently to restrict or prohibit telephone sales; these proposals have always been rejected in Parliament.

There is currently a motion before the Swedish parliament, submitted by Michael Rubbestad of the Sweden Democrats on September 26, 2025. This motion has yet to be dealt with, but focuses on investigating a total ban.

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