Mattias Svahn did a Valla commercial before the Vasaloppet • SVT answers

The profile Mattias Svahn published advertising posts for his herding company before the Vasaloppet.

Then he was on SVT’s broadcast.

“It could be seen as problematic but is not something we will act on at the moment”writes Max Bursell, acting program director.

Skiing veteran Mattias Svahn has for several years joined SVT as a long-distance expert, especially in connection with the Vasaloppet.

In 2020, he coached the influencer and TV profile Clara Henry before and during the race, which was seen in SVT’s broadcast, and before this year’s race the program was released “Vasaloppet – The Team”in which Svahn appeared, on SVT Play.

Advertising for vala

On weekdays, Svahn runs a herding company and a few days before the Vasalopp weekend, he advertised his business on Facebook.

“We offer herding during all races during the Vasalopps week and we are available in both Sälen and Mora. Book now! Even for skins skis!”said a Facebook post.

Two days later, a new post appeared in which Svahn posed in full SVT uniform.

“The Vasaloppet tomorrow is a blast!! we are sooooo tagged!! #svtlaget #svt #svtsport #vasaloppet”it said.

SVT is a tax-funded public service company and has strict rules regarding advertising. For example, the expert and former long-distance star Mathias Fredriksson has previously been reprimanded after breaking the rules by advertising on social media.

But in the case of Mattias Svahn, SVT chooses not to act at the moment.

“Limited Case”

When asked if his Facebook posts can be classified as undue commercial favoring, Max Bursell, acting program manager, answers as follows:

“Mattias Svahn works for us once a year as a guest linked to our broadcasts from Vasaloppet and is therefore not an expert who works with us regularly throughout the year. The posts you sent are borderline cases and could be seen as problematic, but are not something we will act on at this time. Just like with all other experts/guest experts we work with, we have an ongoing dialogue with Mattias about what is ok and what is not ok. We feel that Mattias Svahn is careful to avoid conflicts of interest, he often gets in touch and checks if participation in podcasts and other contexts is ok”.