Norwegian Media Authority issues warning to NRK for breaking rules on neutral sponsor identification during Vasaloppet broadcast

The background is that NRK identified the sponsor Sto Norge in connection with the broadcast of Vasaloppet on NRK1 earlier this year, by showing a poster with the sponsor’s name and logo together with a voice that said “Sustainable building systems from Sto Norge”.

It is the use of the word “sustainable” that the Norwegian Media Authority reacts to.

According to the Broadcasting Act, the sponsor’s name, trademark, logo, product or service can be identified, but it must be neutrally designed and not contain additional information that makes it appear as an advertising feature.

The Norwegian Media Authority believes that the word “sustainable” is neither part of the sponsor’s name, trademark, logo, product or service.

– By characterizing the sponsor’s product as “sustainable”, a positive characteristic or an advantage of the product is expressed. This makes the sponsorship similar to advertising, which is not allowed, says Hanne Nistad Sekkelsten, director of the legal and regulatory department at the Norwegian Media Authority.

NRK agrees with the Norwegian Media Authority’s assessment, which, according to the public broadcaster, has resulted in an internal review of NRK’s ​​routines in this field.

– Since this is a breach of a well-established rule that NRK is well aware of, NRK receives a warning from the Norwegian Media Authority, says Sekkelsten.