Stockholm Environmental Zone Campaign Faces Official Complaint Over Use of Influencers

A campaign promoting the introduction of an environmental zone in central Stockholm has come under scrutiny following an official complaint to the Parliamentary Ombudsman. The initiative, which was launched last autumn, aimed to inform the public about the planned environmental zone by leveraging social media platforms and involving notable figures such as sustainability influencer Sara Olsson and former biathlete Björn Ferry.

The campaign materials, shared on channels like Instagram, highlighted Stockholm's move to become the first city globally to implement an environmental zone classified as 'class 3.' These communications detailed the intended introduction date, the scope of the regulations, and emphasised the goal of improving air quality within the city centre. Messaging included statistics on the health impacts of air pollution in Sweden and promoted the broader benefits of cleaner urban air.

Criticism has emerged from opposition representatives, particularly questioning the nature and transparency of the campaign. The complaint alleges that the campaign functioned as advocacy rather than neutral information, blurring the line between factual communication and political messaging. Concerns have also been raised regarding the allocation of public funds for influencer marketing, including the criteria for selecting participants and the compensation provided.

The proposed environmental zone, if enacted, would prohibit conventional petrol and diesel vehicles within a designated area in central Stockholm, covering approximately 180,000 square metres bordered by streets such as Kungsgatan, Birger Jarlsgatan, Hamngatan, and Sveavägen. Only fully electric vehicles, Euro 6-compliant gas vehicles, hydrogen fuel cell vehicles, and Euro 6-compliant plug-in hybrids (for heavy vehicles) would be permitted within the zone.

Implementation of the environmental zone has been delayed due to legal appeals, including those submitted by opposition political parties. These appeals led the County Administrative Board to temporarily halt the plan. The matter remains under review, pending further administrative decisions.

The City of Stockholm's Traffic Office, responsible for the campaign, stated that the objective was to reach diverse segments of the population, particularly younger audiences who predominantly use social media. The office maintains that the campaign provided factual information about the proposed changes and their expected health and environmental benefits. It also clarified that this was the first time influencers were engaged for such a campaign, with plans for broader outreach suspended once the introduction of the environmental zone was paused.

In response to the criticism, the Traffic Office asserted that the campaign's purpose was to inform the public about the pending policy rather than to sway opinion. They emphasized the importance of disseminating comprehensive information about the potential impacts of the environmental zone, including improved air quality and public health outcomes.

The future of Stockholm's environmental zone remains uncertain as the review process continues. The case has highlighted broader questions regarding the appropriate methods for public institutions to communicate policy initiatives and the use of public funds for digital outreach efforts.

• Key facts about the proposed environmental zone:
• Would cover central Stockholm, bordered by major streets.
• Access restricted to electric vehicles, certain gas and hydrogen vehicles, and specific hybrid heavy vehicles.
• Intended to improve air quality and reduce pollution-related health risks.