2026-04-012025/26:CU17 · p.1CUCivil law & housing

Telephone sales and other matters

Telemarketing calls, unaddressed advertising and door-to-door sales

What's at stake: The decision affects how protected consumers - especially vulnerable groups who often experience telemarketing as pushy and unclear - are against unwanted marketing, while stricter rules would mean major changes for the telemarketing industry.

Case texts and AI reasoning are AI-translated from the Swedish originals; the Swedish text is authoritative.

What the vote decides

The question is whether parliament should now call on the government to ban telemarketing or require active consent (opt-in) for it, require consent for unaddressed direct advertising, and investigate a ban on door-to-door sales, or whether this should wait for ongoing government processing and existing rules.

Yes Yes — the committee proposal

The committee considers that the outcome of the ongoing processing of the Consumer Agency's report and the government's draft legislative referral on stopping fraudulent calls should not be preempted, that the existing marketing law and industry agreement already give sufficient protection against unaddressed advertising, and that there is no reason for a parliamentary initiative on door-to-door sales either; the motions (S, V, MP, SD) should therefore be rejected.

No No — the reservations

Reservation 1 (S, V, MP)

The reservation (S, V, MP) wants the government, in line with the Consumer Agency's report, to primarily introduce a ban on telemarketing and secondarily a strict opt-in solution requiring active advance consent from the consumer, arguing that telemarketing is experienced as problematic and pushy by large parts of the population, especially vulnerable groups.

Summarised from the committee report. Party labels in the summary come from the report, not from the vote.

VSMPCLKDMSD
YesNoAbstainAbsent

What do the votes mean here?

Yes The committee proposal: rejecting the motions (keeping things as they are).

No Backing the counter-proposal: reservation 1 by S, V, MP.

Abstain The party marks a position of its own that is not one of the two final alternatives.

What each plan points to — and how the party voted

For each party: the vote its own election manifesto and party programme point to in this case, next to how the party actually voted. A plan can only point to Yes or No; a party can also abstain.

PlanVoteConfidenceEvidence
Vown reservationNoNo 0/17/0/5follows the planconfidence: lownot addressed
Sown reservationNoNo 0/90/0/16follows the planconfidence: lownot addressed
MPown reservationNoNo 0/15/0/3follows the planconfidence: lownot addressed
CYesYes 19/0/0/5follows the planconfidence: lownot addressed
LYesYes 12/0/0/4follows the planconfidence: lownot addressed
KDNoYes 16/0/0/3departs from the planconfidence: mediumnot addressed
MYesYes 55/0/0/11follows the planconfidence: mediumnot addressed
SDYesYes 59/0/0/11follows the planconfidence: lownot addressed

Committee proposal

The Riksdag rejects the motions 2025/26:372 by Michael Rubbestad (SD), 2025/26:385 by Michael Rubbestad (SD), 2025/26:972 by Andreas Lennkvist Manriquez et al. (V) requests 13 and 14, 2025/26:3371 by Amanda Palmstierna et al. (MP) request 2 and 2025/26:3649 by Joakim Järrebring et al. (S) requests 1 and 2.

Original (Swedish)

Riksdagen avslår motionerna 2025/26:372 av Michael Rubbestad (SD), 2025/26:385 av Michael Rubbestad (SD), 2025/26:972 av Andreas Lennkvist Manriquez m.fl. (V) yrkandena 13 och 14, 2025/26:3371 av Amanda Palmstierna m.fl. (MP) yrkande 2 och 2025/26:3649 av Joakim Järrebring m.fl. (S) yrkandena 1 och 2.

Riksdag decision: The Riksdag rejected 83 proposals in motions on consumer rights and other matters that were submitted during the general motion period of 2025. The proposals deal with, among other things, telephone sales, advertising aimed at children, contacts with companies' customer services, travelers' rights, consumer credit, over-indebtedness, consumer guidance, and sustainable consumption. The Riksdag refers, among other things, to previous positions and the fact that work is already underway in the areas that the proposals concern.

Counter-proposals

Plan vs actual vote

Every party, in chamber order: what its own plan pointed to, how it voted, and the reasoning behind both. Highlighted rows are where the two differ — but a vote that follows the plan is a result too, so the reasoning is there for every party.

VVänsterpartietNoNofollows the plannot addressed

The plan sees indebtedness and aggressive marketing as tools that weaken individuals' position, and wants regulation to be based on shared needs rather than capital's.

Plan documents: party programme

Reasoning and quotes

The plan sees indebtedness and aggressive marketing as tools that weaken individuals' position, and wants regulation to be based on shared needs rather than capital's. A ban or an opt-in solution for telephone sales protects precisely the most vulnerable consumers. The question is, however, not addressed directly in the documents, so the conclusion is derived from the consumer protection principle.

Original (Swedish)

Planen ser skuldsättning och påträngande marknadsföring som verktyg som försvagar enskildas ställning, och vill att regleringen utgår från gemensamma behov snarare än kapitalets. Ett förbud eller en opt-in-lösning för telefonförsäljning skyddar just de mest utsatta konsumenterna. Frågan behandlas dock inte direkt i dokumenten, varför slutsatsen är härledd ur konsumentskyddsprincipen.

  • protect vulnerable consumersdecisive»Skuldsättning försvagar många människors självständighet och« (party programme ↗)“Indebtedness weakens many people's independence and”
  • regulation based on shared needs»Regleringen av lånevillkor behöver utgå från« (party programme ↗)“Regulation of loan conditions needs to be based on”
  • marketing as societal waste»Den leder dem till att slösa enorma resurser på konflikter« (party programme ↗)“It leads them to waste enormous resources on conflicts”
SSocialdemokraternaNoNofollows the plannot addressed

The plan does not address telephone sales, but it wishes to tighten protection for consumers and values personal integrity against intrusive marketing.

Plan documents: party programme

Reasoning and quotes

The plan does not address telephone sales, but it wishes to tighten protection for consumers and values personal integrity against intrusive marketing. A prohibition or an opt-in solution that requires prior consent follows from that protection line, especially for vulnerable groups. The conclusion rests on general principles rather than an expressed commitment.

Original (Swedish)

Planen tar inte upp telefonförsäljning, men den vill skärpa skyddet för konsumenter och värnar den personliga integriteten mot närgången marknadsföring. Ett förbud eller en opt-in-lösning som kräver samtycke i förväg följer av den skyddslinjen, särskilt för sårbara grupper. Slutsatsen vilar på allmänna principer snarare än ett uttalat åtagande.

  • strengthened consumer protectiondecisive»plattform för att på europeisk nivå skärpa skyddet av miljö, konsumenter och löntagare« (party programme ↗)“platform to sharpen the protection of environment, consumers and workers at European level”
  • personal integrity»Skydd för den personliga integriteten.« (party programme ↗)“Protection of personal integrity.”
  • regulated market methods»Förhindrande av priskarteller och oskälig prissättning.« (party programme ↗)“Prevention of price cartels and unreasonable pricing.”
MPMiljöpartietNoNofollows the plannot addressed

The plan does not directly address telephone sales, but states that the market is for people and that the state should set rules that protect households against an unregulated market's downsides.

Plan documents: party programme · 2022 manifesto

Reasoning and quotes

The plan does not directly address telephone sales, but states that the market is for people and that the state should set rules that protect households against an unregulated market's downsides. It also opposes a disposable consumer society driven by aggressive sales. A ban or an opt-in solution thus comes closest to the plan's principles, but the conclusion is derived.

Original (Swedish)

Planen behandlar inte telefonförsäljning direkt, men slår fast att marknaden är till för människan och att staten ska sätta regler som skyddar hushållen mot en oreglerad marknads avigsidor. Den vänder sig också mot ett köp- och slängsamhälle som påstridig försäljning driver på. Ett förbud eller en opt in-lösning ligger därmed närmast planens principer, men slutsatsen är härledd.

  • the market serves peopledecisive»Marknaden är till för människan – inte tvärtom.« (party programme ↗)“The market is for people – not the other way around.”
  • regulation of markets»Staten ska säkerställa att det finns regelverk och institutioner som ser till att marknader« (party programme ↗)“The state should ensure that there are rules and institutions that ensure markets”
  • against unsustainable consumption»Vårt köp- och slängsamhälle bränner ut både planeten och mångas ekonomi.« (2022 manifesto ↗)“Our disposable consumer society burns out both the planet and many people's finances.”
CCenterpartietYesYesfollows the plannot addressed

The plan is based on free enterprise and a market economy free from centrally planned directives and wants to reduce regulatory burden rather than ban an entire sales channel.

Plan documents: party programme · 2022 manifesto

Reasoning and quotes

The plan is based on free enterprise and a market economy free from centrally planned directives and wants to reduce regulatory burden rather than ban an entire sales channel. At the same time, the party programme demands strong integrity protection and proportionality in any restriction, which partly speaks for the counter-proposal. Overall, business freedom weighs more, and a ban or mandatory opt-in is rejected.

Original (Swedish)

Planen vilar på fritt företagande och en marknadsekonomi fri från planekonomiska pekpinnar och vill minska regelbördan snarare än förbjuda en hel försäljningskanal. Samtidigt kräver partiprogrammet ett starkt integritetsskydd och proportionalitet i varje inskränkning, vilket delvis talar för motförslaget. Sammantaget väger näringsfriheten över, och ett förbud eller tvingande opt-in avvisas.

  • proportionality in legislationdecisive»Det måste finnas en proportionalitet mellan lagstiftningens inskränkning av medborgarnas integritet och lagarnas syfte.« (party programme ↗)“There must be proportionality between the law's restriction of citizens' integrity and the laws' purpose.”
  • fewer rules for business»Rensa upp i regelträsket för entreprenörer, stora som små.« (2022 manifesto ↗)“Clean up the regulatory maze for entrepreneurs, large and small.”
  • strong integrity protection»Ett starkt integritetsskydd är därför en omistlig del av ett öppet och demokratiskt samhälle.« (party programme ↗)“Strong integrity protection is therefore an indispensable part of an open and democratic society.”

flags: citat_blockerat

LLiberalernaYesYesfollows the plannot addressed

The plan is based on business freedom and the right to buy and sell, and wants to reduce regulatory burden rather than close an entire sales channel.

Plan documents: party programme

Reasoning and quotes

The plan is based on business freedom and the right to buy and sell, and wants to reduce regulatory burden rather than close an entire sales channel. The consumer's position shall be strengthened through improved consumer and contract legislation, not through a ban on telephone sales. The counter-proposal's main requirement for a ban therefore goes against the plan's line, even if the issue is not explicitly addressed.

Original (Swedish)

Planen bygger på näringsfrihet och rätten att köpa och sälja, och vill minska regelbördan snarare än stänga en hel försäljningskanal. Konsumentens ställning ska stärkas genom förbättrad konsument- och avtalslagstiftning, inte genom ett förbud mot telefonförsäljning. Motförslagets huvudkrav om förbud går därför emot planens linje, även om frågan inte behandlas uttryckligen.

  • business and contract freedomdecisive»Äganderätten, rätten att köpa, sälja och ge bort egendom, rätten att starta företag och rätten att söka sig till ett visst yrke är nödvändiga för att den enskilda människan ska kunna forma sin tillvaro.« (party programme ↗)“Ownership rights, the right to buy, sell, and give away property, the right to start a business, and the right to seek a certain profession are necessary for the individual to be able to shape their existence.”
  • consumer protection through contract law»Den enskildes inflytande över de avtal som ingås i vardagen behöver stärkas genom förbättrad konsument- och avtalslagstiftning.« (party programme ↗)“The individual's influence over contracts entered into in everyday life needs to be strengthened through improved consumer and contract legislation.”
  • reduced regulatory burden»Regelbördan för små företag ska minska, genom ansträngningar på både kommunal, statlig och europeisk nivå, och offentliga beslut analyseras ur småföretagarperspektiv.« (party programme ↗)“The regulatory burden for small businesses shall decrease through efforts at municipal, state, and European level, and public decisions shall be analyzed from a small business perspective.”
KDKristdemokraternaNoYesdeparts from the plannot addressed

The plan explicitly requires that misleading advertising and otherwise aggressive marketing methods are counteracted, which is the core of the counter-proposal's requirement for prohibition or opt-in for telephone sales.

Plan documents: party programme

Reasoning and quotes

The plan explicitly requires that misleading advertising and otherwise aggressive marketing methods are counteracted, which is the core of the counter-proposal's requirement for prohibition or opt-in for telephone sales. The plan also values the protected sphere whose violation violates personal integrity and requires effective legal rules for consumers. That particularly vulnerable groups are affected weighs heavily in the plan's solidarity principle.

Original (Swedish)

Planen kräver uttryckligen att vilseledande reklam och i övrigt aggressiva marknadsföringsmetoder motverkas, vilket är kärnan i motförslagets krav på förbud eller opt-in för telefonförsäljning. Planen värnar också den fredade sfär vars intrång kränker den personliga integriteten och kräver effektiva rättsliga spelregler för konsumenterna. Att särskilt sårbara grupper drabbas väger tungt i planens solidaritetsprincip.

  • against aggressive marketingdecisive»aggressiva marknadsföringsmetoder ska motverkas.« (party programme ↗)“aggressive marketing methods shall be counteracted.”
  • protection for private life»Intrång i den fredade sfär som varje person bör vara garanterad innebär att den personliga« (party programme ↗)“Intrusion in the protected sphere that every person should be guaranteed means that the personal”
  • strong consumer protection»En fungerande marknadsekonomi kräver aktiva och välinformerade konsumenter samt« (party programme ↗)“A functioning market economy requires active and well-informed consumers and”
  • consumer information»En väl utbyggd konsumentinformation är nödvändig.« (party programme ↗)“A well-developed consumer information is necessary.”

The plan takes no explicit position on what the committee actually decided — often because the committee's reason was procedural. The stance is derived and fully cited, but it does not show the party broke a commitment.

MModeraternaYesYesfollows the plannot addressed

The plan gives freedom of enterprise strong protection and states that state intervention is far from always the solution; the line towards enterprises is fewer rules, not new prohibitions.

Plan documents: party programme · 2022 manifesto

Reasoning and quotes

The plan gives freedom of enterprise strong protection and states that state intervention is far from always the solution; the line towards enterprises is fewer rules, not new prohibitions. Against fraud and intruding attacks on older people, the plan chooses the justice system's path, with aggravated elder abuse offences and more resources for fraud investigations. A ban on telemarketing or mandatory opt-in therefore does not follow from the plan.

Original (Swedish)

Planen ger näringsfriheten ett starkt skydd och slår fast att statliga ingripanden långt ifrån alltid är lösningen; linjen mot företagen är färre regler, inte nya förbud. Mot bedrägerier och påträngande angrepp på äldre väljer planen rättsväsendets väg, med äldrefridsbrott och mer resurser till bedrägeriutredningar. Ett förbud mot telefonförsäljning eller tvingande opt-in följer därför inte av planen.

  • protection of freedom of enterprisedecisive»Äganderätten och näringsfriheten ska ha ett starkt skydd i« (party programme ↗)“Property rights and freedom of enterprise shall have strong protection in”
  • restraint with prohibitions»Statliga ingripanden är långt ifrån alltid« (party programme ↗)“State interventions are far from always”
  • fewer rules for enterprises»Ta bort en tredjedel av företagens administrationskostnader och en tredjedel av regelkrånglet« (2022 manifesto ↗)“Remove a third of businesses' administrative costs and a third of red tape”
  • combat fraud through justice»Satsa mer pengar på att utreda bedrägeribrott och annan brottslighet mot äldre« (2022 manifesto ↗)“Invest more money in investigating fraud and other crime against older people”
SDSverigedemokraternaYesYesfollows the plannot addressed

The plan does not address consumer protection in telephone sales.

Plan documents: 2022 manifesto

Reasoning and quotes

The plan does not address consumer protection in telephone sales. The nearest principle is that unnecessary rules should be removed where the cost to companies does not match the benefit to society and that new rules should be cost-effective. A ban, or alternatively a strict opt-in solution, is a noticeable new intervention against an entire industry and thus does not align with the plan's line.

Original (Swedish)

Planen behandlar inte konsumentskyddet vid telefonförsäljning. Närmast liggande princip är att onödiga regler ska tas bort där kostnaden för företagen inte motsvarar nyttan för samhället och att nya regler ska vara kostnadseffektiva. Ett förbud, eller i andra hand en strikt opt-in-lösning, är ett kännbart nytt ingrepp mot en hel bransch och ligger därmed inte i planens linje.

  • proportional regulatory burdendecisive»För att få fler och växande företag är det viktigt att ta bort onödiga regler där kostnaderna för företagen inte motsvarar nyttan för samhället.« (2022 manifesto ↗)“To get more and growing companies it is important to remove unnecessary rules where the costs for companies do not match the benefit to society.”
  • cost-effective rules»Nya regler ska vara kostnadseffektiva och befintliga regler behöver ses över.« (2022 manifesto ↗)“New rules should be cost-effective and existing rules need to be reviewed.”
  • rule simplification for business»Verka för regelförenkling och avlasta småföretagens administrativa börda« (2022 manifesto ↗)“Work toward simplification of rules and relieve small enterprises' administrative burden”

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Sources and documents

Documents under consideration

Source: The Swedish Parliament