Consumer Complaints Surge Over Misleading Mobile Marketing Practices in Sweden
Swedish consumers report rising complaints about misleading mobile marketing, focusing on Gunilla Trolle's case against Fonia.
Key Points
- • Gunilla Trolle, 75, misled into signing a contract by Fonia representative.
- • Complaints against mobile sellers in Sweden rose 23% in early 2025.
- • Fonia acknowledges responsibility and improves customer service procedures.
- • Experts classify cases as misleading marketing rather than fraud if products are delivered.
A significant rise in consumer complaints about misleading mobile marketing practices has been reported in Sweden, highlighted by a troubling case involving 75-year-old Gunilla Trolle. Trolle was misled by a representative from mobile company Fonia into signing a new contract under the false premise of collaboration with her existing provider, Tre. Upon further investigation, it was revealed that there was no such partnership, leading Trolle to feel deceived.
Statistics from the Consumer Agency indicate a staggering 23% increase in complaints against mobile phone sellers during the first half of 2025 compared to the same timeframe in 2024. Moreover, reports to the National Board for Consumer Complaints doubled in the same period. Experts suggest that discerning between fraud and misleading marketing can be complex, with Trolle's case classified as misleading marketing due to her receiving a SIM card. Charlotta Mauritzson from the Police's National Fraud Centre noted, “If a service or product is delivered, it is generally considered misleading marketing.” Although the police have encouraged victims to file reports, Trolle was directed to pursue her concerns with the Consumer Agency instead.
In light of these events, Fonia’s sales manager, Niklas Fransson, expressed regret over the incident, affirming that the company will improve customer service protocols. As a rectification measure, Fonia has canceled Trolle's contract, acknowledging its responsibility in the matter.