Companies are leveraging the Norwegian Public Safety and Emergency Management Agency (MSB) to aggressively market emergency kits and radios.
Anna Teljfors, risk and crisis communicator MSB, wants to emphasize that the authority does not recommend any specific products.
– It becomes very confusing for the consumer, who in this situation is also very scared and worried and is in a hurry to want to get everything, she says in Efter fem Söndag.
The troubled security situation around the world and the Swedish NATO application have made the question of a possible war in Sweden more topical than in a long time. During the People and Defense National Conference at the beginning of 2024, Commander-in-Chief Micael Bydén spoke to the Swedish people, and the message was clear: We Swedes need to prepare ourselves mentally for war.
The statement has created a lot of anxiety and fear among Swedes – an anxiety that is now being exploited by companies that sell so-called crisis boxes and crank radios. Many of these companies have used MSB’s logo in their marketing, says Anna Teljfors, risk and crisis communicator MSB.
Confusing for the consumer
– We get many calls where people call and ask about a product, thinking they bought it from MSB. Above all, older people who have seen Facebook ads, and heard us talk, and it becomes as if it becomes a single message, she says in Efter Fem Söndag.
Teljfors takes a serious view of companies trying to use the authority of an authority to make money from people’s worries and fears.
– We react when you mix up your own sales and crisis box or crank radio with messages from us. Like we recommend this specific product. It also becomes very confusing for the consumer, who in this situation is also very scared and worried and is in a hurry to want to get everything, and then it becomes a bit crazy, she says.
Works well with any radio
Teljfors also wants to emphasize that although it is good to be prepared, for example with a radio, no specific products are needed.
– People have often thought that they needed to buy a very expensive crank radio with lots of functions when it works just as well with any radio, as long as it doesn’t run on electricity. Of course, it’s good that these products are sold, so we don’t mind. But that’s when, in a slightly aggressive way, you might cut in people from MSB who talk in general, and claim that we’re talking about their products in particular, she says.