To strengthen protection for private individuals against companies that call consumers, the government is now appointing an inquiry.
"Telephone sales are experienced by many as an annoyance and a discomfort. Many times it can be manipulative and intrusive, and it can be easy to be drawn into agreements that you may not have intended to enter into," says Minister for Civil Affairs Erik Slottner (KD).
Elderly vulnerable
Not least, certain groups such as the elderly and people with cognitive impairments are particularly vulnerable, he says.
The inquiry will now review whether a requirement should be introduced for consumers to approve in advance that telemarketers may call them, but also look at whether a ban is needed, either completely or only for certain industries and products.
There is already a ban on telephone marketing of services within the premium pension system.
It may well be that the inquiry results in a total ban on telephone sales, says Slottner.
Telephone sales mean that many Swedes do not answer the phone, which makes it difficult for authorities to reach people by phone, he argues.
Have warned
The industry organisation Kontakta has previously warned that a ban on telemarketing would hit the job market, especially for young people, hard. But Slottner does not see that as a sufficient reason not to tighten the rules.
"That's the flip side of it, but I still think that consumers' interest in not having to be exposed to intrusive telephone sales outweighs the fact that the industry creates some jobs. There will be other jobs for young people," says Erik Slottner.
The inquiry should be completed in January 2027.
