The Swedish population consists of approximately equal parts men and women. But 57 percent of all those seen in advertising are women, according to the report Rättvisaren, which Mediekompaniet is behind.
While the men who are in the advertising are more evenly distributed over the ages, it is more common for the woman who is represented to be young.
People with visible disabilities are virtually non-existent in the 500 advertisements analyzed.
Although 60 percent of Swedes are overweight, according to the Public Health Agency, most of those seen are slim. On the other hand, the number of people who are not white has increased in advertising since the range was analyzed in 2020.
Another change since 2020 is that women and men are now depicted in a more similar way. Both women and men are perceived to be "in control" and are portrayed in serious contexts. The number of advertisements with fathers has also increased over five years, while the amount of same-sex parents shown continues to be virtually non-existent.
Over 1,000 people have also been interviewed, as part of the survey. Most say they can rarely identify with the people in the advertising, but about half say they do not see it as a problem.
