Lars Andersson

Functions as a College/University

Develops customer relationship management systems

Swedma AB, operating as Swedma – the Swedish Data & Marketing Association, is a trade organization uniting suppliers and buyers within Sweden’s data-driven marketing ecosystem. The private company is based in Stockholm, Sweden. Since 1968, it has focused on promoting responsible, ethical, and legally compliant marketing practices through self-regulation, education, and industry collaboration. Swedma’s core activities include influencing legislation and marketing standards, providing legal advice and guidance on data protection and GDPR compliance, and fostering engagement via networking, training, events, and knowledge sharing. The association manages key industry services such as the NIX Adresserat register, which helps companies prevent sending unsolicited addressed direct mail to consumers who have opted out, ensuring compliance with Swedish marketing laws. Swedma also develops and maintains an industry code on personal integrity and marketing, offering guidelines for handling personal data in business-to-consumer marketing contexts. It supports members with resources including legal FAQs, reports, ethical guidelines (such as for AI use in marketing), and tools like Moodscores, which measures emotional impact in marketing campaigns. Swedma promotes sustainability in marketing through initiatives like CommToAct, a collaborative effort addressing climate and social sustainability goals within the communications industry. The organization provides members with benefits such as discounted training, access to digital services, job listings, and a platform for exchanging ideas and best practices.