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Outlines the long tradition of legislation in Sweden relating to advertising to children; this is embodied in the Marketing Practices Act, which covers all media and target audiences. Lists the general principles involved: advertising must not exploit children’s inexperience and credulity, encourage them to persuade others to buy the product, or contain any content which is potentially harmful or dangerous, and it should contain the information that children cannot enter into legally binding agreements and so cannot order goods or services without the consent of their guardians. Discusses the specific regulations prohibiting television advertising to children, the prohibition on direct marketing to children, regulation of lotteries and games, promotions like “free” gifts, and collection of personal data.