Complaint Against Airline Advertising

An airline has been reported to advertising regulators for implying in a recent publicity campaign that men in Stockholm are effeminate and less red-blooded than Swedes in the north of the country.

A Stockholmer who had moved to the northern town of Östersund was outraged when he saw the capital referred to in a newspaper advertisement as ”Fjollträsk”, which translates as something like ”mire of queens”.

The local Red Cross, which helps people in the town report discrimination, says the airline Fly Nordic shouldn’t be making use of the negative focus on the capital that’s common in northern Sweden.

Fly Nordic says it was just a joke and the aim was actually to get more people to fly to Stockholm.