Sweden. ePrivacy / marketing. Act
MFLMarketing Practices Act (Marknadsföringslag 2008:486), §19 unsolicited communications
In force
Partly verified
Low confidence.Not verified this session.
§1Summary
- Synopsis
Sweden's Marketing Practices Act requires prior consent for e-mail, SMS and automated-call marketing to individuals, with a soft opt-in for existing customers.
- Key themes
- Unique features
Applies opt-in only to natural persons; B2B marketing is opt-out.
- SaaS relevance
Any SaaS website, app or product that sets non-essential cookies/SDKs or sends marketing emails/SMS to users in this country needs prior consent (subject to exemptions) under this law, regardless of where the provider is based.
§2Obligations
- Extraterritorial
- Yes
- Breach notification
- Telecom providers: authority notification under Reg 611/2013; otherwise GDPR
- DPO
- No
- Cross-border transfers
- None
- Maximum penalty
- Market disruption fee up to SEK 10m or 10% turnover
§3Dates
- Key dates
- Adopted
- In force
§4Text and authority
- Text
- Authoritative text riksdagen.se
- Authority
- Konsumentverket / Consumer Ombudsman (KO)
§5Where it applies
- Domestic law of
- Sweden
§6Sources and verification
- Verification
Low confidence.
Partly verified
Low confidence.Not verified this session.