案例库 · 广告与公关 · 市场决策 · 2026
这条还没译成中文，下面是英文原文。
TV4 trailer for 'From' hid that the show needed a paid tier
TV4 billed a series trailer as 'Stream all seasons on TV4 Play' when the show needed the paid Play Plus — RO ruled it misleading as free streaming.
TV4 Media AB · 2026-06-15
怎么回事
TV4 ran a trailer for the series 'From' on its own channels. In the corner of the trailer, text read 'Streama alla säsonger på TV4 Play' (stream all seasons on TV4 Play).
A complainant pointed out that the series could only be watched on TV4 Play Plus, the platform's paid tier, not on the free TV4 Play. The trailer therefore implied the show was free to stream when it was not.
TV4 did not respond to the complaint.
The Reklamombudsmannen found that the average consumer would read the corner text as an invitation to stream the series on TV4 Play, which is a free service. Since the series in fact required the paid TV4 Play Plus subscription, the claim was not substantiated and the advertising was misleading, breaching Article 5 of the ICC Code.
为什么会这样
- A corner caption quietly promised free streaming the product did not offer
- The trailer pushed a subscription product without naming the price or the tier
- TV4 chose not to answer, so the claim stood unsubstantiated
教训
A promo that says 'watch it here' must match where it can actually be watched. Pointing a trailer at a free tier when the paid one is required hides the real terms of the deal.
后来呢
The Reklamombudsmannen found the TV4 trailer misleading, breaching Article 5 of the ICC Code. TV4 had not responded to the complaint.
资料来源
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