"We don't want Stockholmers to meet these kinds of racist and sexist ads in the streets, and we know a lot of people get angry and don't want it. We have a responsibility to the Stockholmers to remove it," said Daniel Helldén, transport commissioner in the City of Stockholm.
The new guidelines concern some 700 billboards along the streets and in squares in the capital - but not ads on public transportation, since they're not city property. The guidelines will be written into the contracts with the advertising agencies, and they largely follow the already adopted ethical guidelines in the industry.
Daniel Helldén does not think that the Stockholm's process will conflict with the self-regulating system of the industry.
"The difference is that we can remove the ads, they can't. They discuss it and do it for a long time. We want to remove it from the streets of Stockholm," said Helldén.