The AGM monitors the marketing of alcoholic beverages in Sweden. The AGM is the self-regulatory function for the Swedish alcohol industry and as such, it is not a governmental authority. Should the AGM find that a company’s alcohol advertising is in breach of the laws or ethical rules of alcohol marketing the AGM has a right to intervene and ensure that the company ends with that marketing.

Any member of the public may report an advertisement to the AGM.

Mr Mattias Grundström has held the post of AGM since 2011. Mattias was previously responsible for the Swedish Consumer Agency’s supervision of alcohol marketing. He has also been appointed expert by the government in a previous inquiry regarding alcohol marketing

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