TV4 Faces SEK 200,000 Fine Over Zlatan Ibrahimovic’s World Cup Greeting

In his video greeting, Zlatan Ibrahimovic wished the Swedish players good luck. But one particular phrase attracted attention.

Above all, I would like to thank the parents and everyone who has been there along the way. No one does this alone. Behind every dream are those who make it possible, Ibrahimovic said.

However, the phrase “Behind every dream are those who make it possible” did not appear only in the national team greeting. The same words were used in Volvo’s new commercial, released the same day and featuring Ibrahimovic.

“Since Zlatan appears in the commercial and has also appeared in other commercials for the car company, the Review Board finds that there is a commercial connection between him and the company. By using the same slogan, the Board finds that there was a clear benefit to the car company. The Board finds that the greeting was made before a highly publicized football match and widely distributed to the public, and therefore TV4 is found guilty of undue commercial benefit,” the Review Board writes.

The committee has applied to the Administrative Court to impose a special fee of SEK 200,000 on TV4.