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Last year, it garnered a lot of attention when DN invited climate activist Greta Thunberg to one day be the guest editor-in-chief of the newspaper. A grip used by many international magazines and newspapers in various fields, but an unusual decision for the Swedish media. The initiative, which was published on December 6, attracted enormous attention and broke several records for readers. Among the newspaper’s readers, the reception was overwhelmingly positive.
However, this was not a one-time investment, instead building on previous investments, such as the Klimatet special site at this time, and has since led to new hiring of weather reporters and increased surveillance.
Incoming DN Editor-in-Chief Anna Åberg has clarified that climate, science and technology are areas where the magazine will expand its coverage:
– The climate crisis is perhaps the most important issue of our time, and in it science and technological development will also be central. We will inform you soon about more investments in that area, says Anna Åberg.
Anna Åberg
Photo: Eva Tedesjö
But in parallel with this Advertising in the climate field has been debated for some time. Newspapers like The Guardian have introduced stricter guidelines against fossil advertising and now DN is doing so too.
– Commitment to the climate issue is very high among DN readers. One of the most common reactions we’ve received in recent years has been that readers want us to be more vigilant about the climate crisis and that we shouldn’t have advertising content that goes the other way. We are now taking action in both areas, says Peter Wolodarski, editor-in-chief of Dagens Nyheter.
Development among DN’s top advertisers in recent years has moved strongly in the direction of a greater focus on sustainability.
– Many of our largest advertisers have set the goal of being fossil-free within a decade, demonstrating that we, as industry leaders, must take our joint responsibility with our advertisers to address these important issues, says Paul Brandenfeldt, DN advertising manager.
– One of our absolute best Sundays during the second half of the year was the thematic edition with Greta Thunberg on December 6, it shows that our advertisers want a credible and nuanced context for their advertising, he continues.
DN 6 December
“We, as industry leaders, must assume our shared responsibility with our advertisers to address these important issues.”
The new politics on Climate and Sustainability, which was recently submitted to DN’s board of directors, is applicable from March 1 on DN’s platforms. Here’s how it reads in its entirety:
Dagens Nyheter traditionally has a liberal attitude towards advertisements. DN has been and is an open space for advertising from different actors with different types of focus and we welcome and allow ads and advertisers who want to promote themselves in a serious and credible environment. But we also require certain types of ads for ethical reasons; For example, we have our own rules on gambling advertisements that cannot be lured with false promises of large and easily accessible winnings and we have our own guidelines on alcoholic beverage advertisements that should not be too dominant in the newspaper and on the site.
In the same way, we are now introducing a series of rules for advertising on climate and sustainability. We welcome announcements on these topics and want to be the leading advertising platform on the subject of sustainability, provided the following criteria are met:
● Generally speaking, climate and sustainability announcements should be serious, credible, fact-based, balanced, not forceful, or exaggerated.
● Ads on climate and sustainability must be strictly correct when it comes to facts. Accusations must be substantiated, a source reference to serious factual evidence may be required.
● Claims about the climate benefits of an advertiser / company must be balanced and based on reality; no exaggerations should occur.
● In our premium formats (large home page ads, site “acquisitions”, etc.), we do not run ads from players who make the majority of their income from the fossil fuel industry.
● In premium advertising spaces, we defend climate advertising characterized by sustainability, and not, for example, the marketing of gasoline cars and long-haul flights.
● We reserve the right to reject ads that do not meet the above requirements.
