Media company AiP Media, owned by the Social Democrats, will make it clearer that it is the sender on social media and websites following criticism. The criticism stemmed from a TV4 investigation highlighting a lack of transparency in political messaging. CEO Daniel Färm says the company has listened to the debate and will change its routines.
The media company AiP Media, owned by the Social Democrats, faced criticism following a TV4 investigation on Monday, November 24, 2025. The investigation revealed that AiP spreads political messages on social media and its own websites without always clearly indicating that the company is the sender. Ownership is visible under the 'about us' section on websites, but it is harder to see on some social media accounts.
The Moderates labeled the operation a 'troll factory' with fabricated neutral sites. Party secretary Karin Enström wrote: 'This is not open political debate but manipulation.' Previously, AiP's CEO and political editor Daniel Färm had dismissed the criticism as unfounded. Party leader Magdalena Andersson emphasized that it is AiP's responsibility to review its routines and that the Social Democrats do not decide the content.
On Friday, November 28, AiP announced changes to its routines to clarify that the company is behind the content. Färm told SVT: 'We thought we were clear, but we are not deaf. We have listened to the discussion that has been.' The information about AiP being financed by the Social Democrats will now be 'fewer clicks away' than before, but presented in the same places as previously.
Färm stresses that it is important for AiP to be responsible for the editorial content, not the party directly, to avoid misleading information. AiP runs the newspaper Aktuellt i Politiken, founded in 1953, as well as the website Politikkollen which appears neutral at first glance, and the meme account 'Jävla uland'. The company is located at Sveavägen 68 in Stockholm, the same address as the Social Democrats' office.
Andersson has defended AiP by saying: 'No one needs to go undercover for six months to see who is behind it.'