SWEDMA
SWEDMA is the Swedish Data & Marketing Association, a Stockholm-based trade body founded in 1968 that provides GDPR legal advisory, certification programs, events, and networking to Swedish data-driven marketing suppliers, agencies, advertisers, and experts.
- Company typePrivate
- Founded1968
- HeadquartersStockholm, Sweden
- Headcount1–10
- GTM typeB2B
- OfferingServices
What SWEDMA does
SWEDMA (Swedish Data & Marketing Association) is a Stockholm-based trade association founded in 1968 that serves as the industry body for data-driven marketing in Sweden. It represents the full ecosystem — suppliers, agencies, advertisers, and individual experts — through a membership model that provides legal advisory on GDPR, marketing law, and consumer protection, professional certification programs (Marketing & Privacy Certification with ADMA, and the introductory Data Privacy Basic course), industry events (SWEDMA Impact Day, MadTech Lab, EFFDay, breakfast seminars), networking via specialized erfa-groups (Legal, CRM, Marketing, MarTech Networks), and advocacy through its seat in FEDMA (European Federation of Data and Marketing Associations). Named members include PostNord, ATG, Stockholmsmässan, Origo Group, Funka International, Miltton Insights, MyTelescope, InsightOne Nordic, AI Adress, and Trickle, spanning postal, gaming, events, insights, accessibility, and MarTech segments. The association has scaled education delivery to 514 Privacy Basic trainees and 127 Marketing & Privacy certified professionals as of May 2026, with 43 seminars/webinars conducted in 2025.
SWEDMA generates revenue primarily through recurring annual membership fees supplemented by event admission and paid training programs (event and certification pricing ranges from free for members up to 14,900 kr for non-members on advanced courses). Distribution is direct-to-enterprise via swedma.se, multi-city breakfast seminars (Stockholm, Gothenburg, Malmö, Umeå, Kalmar), online webinars on Microsoft Teams, and presence at major industry forums including Almedalen, Cannes Lions (via FEDMA), and EU policy roundtables. The organization employs 1–10 staff and is governed by member companies rather than external investors; no parent, VC, or PE ownership is disclosed.
The association has no proprietary technology product; its value lies in curated content, certification credentials, legal expertise (notably Chief Legal Counsel Mattias Grundström, who serves as FEDMA Co-Chair for 2026–2029), and convening power across the Swedish data-driven marketing ecosystem. Recent strategic emphasis has been on sustainability and inclusion through the CommToAct initiative (with Funka and industry peers) and on applied AI education via MadTech Lab partnerships with Remotion and Algorithma, positioning SWEDMA as the regulatory and educational anchor for Swedish data-driven marketing.
SWEDMA firmographics
Firmographics- Name
- SWEDMA
- Legal name
- SWEDMA (Swedish Data & Marketing Association)
- Website
- https://swedma.se
- Company type
- Private
- Founded year
- 1968
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- SWEDMA is the Swedish Data & Marketing Association, a Stockholm-based trade body founded in 1968 that provides GDPR legal advisory, certification programs, events, and networking to Swedish data-driven marketing suppliers, agencies, advertisers, and experts.
- Ownership category
- akta.pro rank
Where SWEDMA is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
SWEDMA business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Membership fees: SWEDMA generates revenue primarily through annual membership fees paid by companies and organizations active in data-driven marketing. Members include suppliers, agencies, advertisers, and experts. Membership provides access to legal advisory services, networking, educational programs, industry influence, and events.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | One-time | Event admission — member rate for SWEDMA Impact Day |
| Subscription | One-time | MadTech Lab event |
| Subscription | One-time | Marketing & Privacy Certification — 2-day program |
| Subscription | One-time | Marketing & Privacy Certification — 3 half-day program |
| Subscription | One-time | Data Privacy Basic course |
| Subscription | One-time | Origo Group training series — individual modules |
| Unit Pricing | One-time | CommToAct: Affär i en ny verklighet |
| Unit Pricing | One-time | CommToAct: Förstå och påverka ert klimatavtryck |
| Unit Pricing | One-time | Kompetenslyftet: Mångfald som affärskraft |
| Subscription | One-time | GDPR webinar on photos, films, and images |
| Subscription | One-time | När AI gör tech lätt — B2B webinar |
| Subscription | One-time | ICC Responsible Marketing training |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels10 records
SWEDMA product offering
Product offeringCore offering
SWEDMA (Swedish Data & Marketing Association) is a trade association providing member companies with legal advisory on GDPR and marketing law, professional training and certification programs (Marketing & Privacy Certification, Data Privacy Basic), industry events (SWEDMA Impact Day, MadTech Lab), research and reports, networking groups (Legal, CRM, Marketing, MarTech), and the CommToAct sustainability and digital inclusion initiative.
Product overview
SWEDMA (Swedish Data & Marketing Association) is a trade organization for data-driven marketing in Sweden, offering a portfolio of member services including legal advisory (Juridisk Rådgivning) on GDPR and marketing regulations, professional education and certification programs (Utbildningar) such as Data Privacy Basic and Marketing & Privacy Certification, organized events including SWEDMA Impact Day and breakfast seminars, industry research and reports, and networking groups. The CommToAct initiative addresses sustainability and digital inclusion through training programs and the annual Digital Inclusion Award. As a membership organization, SWEDMA does not offer a technical product platform but provides these service programs to members in the data-driven marketing ecosystem.
Differentiator
Problem solved
Functional benefit
Products and services
- Juridisk Rådgivning (Legal Advisory Services) Member advisory service providing guidance on GDPR, customer data, consent, legitimate interest, direct marketing, and responsible data-driven communication for companies engaged in marketing activities.
- Data Privacy Basic Introductory training course on GDPR, data protection regulations, and the Branch Code for Personal Integrity and Marketing, designed for practitioners in data-driven communication.
- Marketing & Privacy Certification Professional certification program covering GDPR, legal bases, cookies, tracking, channel selection, profiling, segmentation, and retargeting in data-driven marketing.
- Origo Group Training Series Four-module educational series in partnership with Origo Group covering data-driven insights, methodology, ethics, communication of insights, and AI in analytics.
- SWEDMA Impact Day Annual conference focused on relevance, audience understanding, analytics, AI, and business results, featuring the SWEDMA Brand Performance Award.
- MadTech Lab In-person workshop event on agentic AI for marketing and sales teams, delivered in partnership with Remotion and Algorithma.
- Rapporter och undersökningar (Reports and Surveys) Industry reports, research publications, and surveys covering marketing effectiveness, Martech, and market insights for SWEDMA members.
- CommToAct Digital Inclusion Award Annual award program recognizing companies, organizations, and individuals driving digital accessibility and inclusive digital practices, presented at Almedalen.
- Nätverk och erfarenhetsgrupper (Networks and Experience Groups) Member networks including Legal Network, CRM Network, Marketing Network, and MarTech Network for peer exchange and professional development.
- Job Positions Platform (Platsannonser) Job board platform for members to post vacancies in data-driven marketing, digital development, and communication roles.
- CommToAct Sustainability Training Sustainability training programs covering climate impact in advertising production, campaigns, and media buying, including climate footprint calculation.
- ICC Responsible Marketing Training Training session on the ICC marketing code, the international standard for responsible marketing communication used in over 50 countries.
Quantifiable outcome
- 514 professionals trained in Privacy Basic as of May 2026
- +3 more outcomes
Companies that use SWEDMA
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles3 records
SWEDMA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
SWEDMA partnerships and signals
Strategic signalPartnerships
25 partnerships are on record, tiered core and minor.
- FunkacoreSWEDMA and Funka collaborate on CommToAct, a sustainability and digital inclusion initiative for the communication and marketing industry. Funka is a co-founder of CommToAct and a co-organizer of the CommToAct Digital Inclusion Award, which is presented annually at Almedalen. Funka is also a founding member of IAAP (International Association of Accessibility Professionals) and is a world-leading authority on digital accessibility, having conducted the authorized Swedish translation of W3C's WCAG 2.0 guidelines.
- Mattias Grundström (FEDMA Co-Chair)coreMattias Grundström, Public Affairs at SWEDMA, was elected Co-Chair of FEDMA's board for the 2026–2029 term, alongside Sachiko Scheuing from Acxiom. This leadership role gives SWEDMA significant influence over FEDMA's strategic priorities and European policy agenda.
- RuleminorRule served as event partner for SWEDMA Impact Day 2026, hosting the AI-AW awards and moderating the day's panel discussion. Rule is a Swedish MarTech and SaaS company specializing in email marketing, marketing automation, and SMS. Rule also moderated the panelsamtal on relevance and AI.
- Advokatfirman DelphiminorSWEDMA partnered with Advokatfirman Delphi to deliver a webinar on GDPR compliance for images, films, and documents in marketing. Delphi contributed legal expertise covering personal data, storage, retention, consent, and contracts in marketing contexts.
- PapirflyminorSWEDMA partnered with Papirfly for the same GDPR webinar on visual assets. Papirfly contributed practical guidance on how organizations can implement compliance requirements through better structure, clearer controls, and smarter digital asset management — turning compliance into an enabler rather than an obstacle.
- RemotionminorSWEDMA partnered with Remotion and Algorithma to deliver MadTech Lab, an in-person event on agentic AI for marketing and sales teams. Remotion contributed business and CRM expertise, focusing on customer experience and personalization, and helped translate business needs into technical AI agent solutions.
- AlgorithmaminorSWEDMA partnered with Algorithma and Remotion for MadTech Lab on agentic AI. Algorithma served as technical mentor, providing expertise in developing and scaling AI agents with quality assurance. Algorithma's CEO Jens Eriksvik brought experience from Securitas Group IT transformations and consulting roles at Deloitte, Accenture, and PwC.
- CommToActcoreCommToAct is a joint initiative by Swedish communication and marketing industry organizations (including SWEDMA, Sveriges Kommunikatörer, Sveriges Annonsörer, IAB Sverige, Sveriges Mediebyråer, and Sveriges Kommunikationsbyråer) focused on sustainability, diversity, and digital inclusion. SWEDMA participates in CommToAct programs covering climate communication (CommToAct: Förstå och påverka ert klimatavtryck), sustainable business (CommToAct: Affär i en ny verklighet), and digital accessibility (CommToAct Digital Inclusion Award).
- FEDMA (European Federation of Data and Marketing Associations)coreSWEDMA is the Swedish member of FEDMA, which represents the European data-driven marketing ecosystem. FEDMA provides SWEDMA with access to EU-level policy discussions, regulatory developments (including Digital Fairness Act and Digital Networks Act), and international networking. Mattias Grundström from SWEDMA serves as Co-Chair of FEDMA's board for 2026–2029. SWEDMA works closely with FEDMA on advocacy efforts targeting EU institutions, national governments, and the European Parliament.
- EASA (European Advertising Standards Alliance)minorFEDMA is a member of EASA. SWEDMA participates in EASA events on self-regulation in advertising and influencer marketing. Through this connection, SWEDMA engages with other European self-regulatory organizations on best practices and industry standards.
- ICC (International Chamber of Commerce)minorFEDMA is a member of ICC. SWEDMA shares ICC's marketing code and invites members to ICC's marketing code training sessions. ICC's marketing code serves as an international standard for responsible marketing communication used in over 50 countries and referenced by the Swedish Advertising Ombudsman and courts.
- PostNordminorSWEDMA collaborates with PostNord on breakfast seminars across Swedish cities (Gothenburg, Malmö, Umeå, Kalmar, Stockholm) presenting PostNord's Mottagarmakt and E-barometern reports on channel preferences and Swedish e-commerce. These events are co-branded and co-promoted by both organizations.
- Origo GroupminorSWEDMA partners with Origo Group on a four-module educational series covering data-driven insights, methodology, ethics, communication of insights, and AI in analytics. Origo Group contributes expert trainers including Eva Lagercrantz with 25+ years in market research and advanced analytics.
- MyTelescopeminorMyTelescope powers the SWEDMA Brand Performance Award, using data to recognize brands that have achieved genuine visibility, engagement, and demand over time. MyTelescope is a data analytics company focused on brand performance measurement.
- 2050 ConsultingminorSWEDMA partners with 2050 Consulting to deliver CommToAct sustainability training programs including Affär i en ny verklighet, Förstå och påverka ert klimatavtryck, and Kompetenslyftet. 2050 Consulting's trainers include Rebecka Hovenberg, Cecilia Winter, Anna Rindefjell, and Mikael Karlsson (docent in environmental science).
- UKnightminorSWEDMA partners with UKnight for the Kompetenslyftet: Mångfald som affärskraft training program on diversity, equity, inclusion, and belonging (DEIB). Christina Knight, founder of Mad Women Academy, leads the training with 40 years of experience in communication and marketing.
- SIFO (TNS SIFO)minorSIFO collaborated with PostNord on the Mottagarmakt report, which is referenced by SWEDMA in its events and educational content on channel preferences and consumer behavior in Swedish advertising and e-commerce.
- ServiceplanminorFEDMA participated as a partner in the European CMO of the Year Awards organized by Serviceplan in June 2026 at Cannes Lions. This gave FEDMA (and SWEDMA through its representation) an opportunity to engage with CMOs, agencies, platforms, and brands outside its usual circles.
- WFA (World Federation of Advertisers)minorFEDMA participated in a WFA and Meta policy roundtable on AI and transparency in advertising at Cannes Lions. Through FEDMA membership, SWEDMA benefits from this connection to major global advertising industry bodies.
- Sveriges AnnonsörerminorSWEDMA co-organizes EFFDay (Effektinitiativet) together with Sveriges Annonsörer, KOMM, and Sveriges Mediebyråer. EFFDay is a full-day conference on marketing effectiveness and the contribution of marketing to profitability, growth, and competitiveness.
- KOMM (Sveriges Kommunikationsbyråer)minorSWEDMA co-organizes EFFDay with KOMM, joining the Effektinitiativet effort to discuss marketing effectiveness alongside Sveriges Annonsörer and Sveriges Mediebyråer.
- Sveriges MediebyråerminorSWEDMA co-organizes EFFDay with Sveriges Mediebyråer as part of the Effektinitiativet, bringing together the Swedish marketing and media industry to discuss advertising effectiveness.
- LINK MobilityminorSWEDMA partnered with LINK Mobility for the seminar 'Framtidens kunddialog' covering RCS and WhatsApp for customer communication. LINK Mobility contributed two expert speakers: Åsa Karlberg (Key Account Manager) and Ossian Lindblad (Customer Success Specialist).
- Chrome / GoogleminorFEDMA participated in a Chrome-hosted presentation on the future of agentic browsing at Cannes Lions. This provided insight into how AI agents may change customer journeys, search behavior, and brand interaction — intelligence shared with SWEDMA through the FEDMA connection.
- ProtosellminorSWEDMA partnered with Protosell for a webinar on how AI is changing B2B sales and marketing, featuring Karolina Brorsson, CEO and partner, sharing insights from over 25 years in Nordic B2B and analysis of more than 2 billion data points.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
SWEDMA competitors and assessment
Company assessmentDirect peers
- IAB Sverige: Swedish trade body for digital advertising and marketing, the closest direct counterpart to SWEDMA. SWEDMA and IAB Sverige co-organize CommToAct and EFFDay and address overlapping advertiser/agency/supplier constituencies, making IAB Sverige the primary direct peer within Sweden.
- Sveriges Annonsörer: Swedish Advertisers' Association, representing the buyer side of Swedish advertising. Co-organizes EFFDay and CommToAct with SWEDMA and serves a closely overlapping advertiser/brand membership base on data-driven marketing standards.
- Sveriges Mediebyråer: Swedish Media Agencies' Association, representing media-agency members. Co-organizes EFFDay and CommToAct with SWEDMA and shares significant overlap in member base (agencies and suppliers) and remit around marketing effectiveness and data-driven media.
- KOMM (Sveriges Kommunikationsbyråer): Swedish Association of Communications Agencies, covering PR and communications consultancies. Co-organizes EFFDay and CommToAct, addressing an overlapping agency constituency and competing for member dues in adjacent disciplines (B2B comms, CX, content).
- Sveriges Kommunikatörer: Swedish Communicators' Association, the professional body for in-house communications professionals. Co-organizes CommToAct with SWEDMA and addresses an overlapping persona on data-driven marketing, CX/BX, and data privacy training.
- FEDMA (European Federation of Data and Marketing Associations): Pan-European federation of data-driven marketing associations of which SWEDMA is the Swedish member. Operates at EU-level on GDPR, ICC marketing codes, EASA self-regulation, and offers directly comparable membership/trade-body services across national chapters.
Broad incumbents
- DMA UK (Data & Marketing Association): UK trade body for data-driven marketing, offering the closest international template SWEDMA operates against. DMA UK runs the broader DMA Group (IDM, DMA Talent) with significantly larger scale, making it a broad incumbent reference point for SWEDMA's potential evolution.
- IAB Europe: European-level interactive advertising trade body representing national IABs including IAB Sverige. Operates alongside FEDMA in EU policy on digital advertising, AI, and data — an adjacent incumbent rather than direct competitor but overlapping in policy advocacy and member engagement.
- ANA (Association of National Advertisers): US-based trade association for the marketer/advertiser community running industry education, conferences, and advocacy. Analogous in mission (advertiser-side data and marketing standards) but operating across a far larger advertiser base and US-centric regulatory environment.
Others
- ICC (International Chamber of Commerce): Global business organization whose ICC Marketing and Advertising Code is referenced by Swedish Advertising Ombudsman and adopted through FEDMA. SWEDMA co-markets ICC's marketing-code training and shares the self-regulatory mission, but ICC is broader (B2B, trade, finance) rather than a direct peer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
SWEDMA social profiles
Digital presenceSWEDMA financial estimates
Financial estimateRevenue estimate
Valuation estimate
SWEDMA leadership team
Management profileNumber of profiles
Profiles2 records
SWEDMA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SWEDMA M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SWEDMA
What does SWEDMA do?
SWEDMA (Swedish Data & Marketing Association) is a trade association providing member companies with legal advisory on GDPR and marketing law, professional training and certification programs (Marketing & Privacy Certification, Data Privacy Basic), industry events (SWEDMA Impact Day, MadTech Lab), research and reports, networking groups (Legal, CRM, Marketing, MarTech), and the CommToAct sustainability and digital inclusion initiative.
Is SWEDMA a public or private company?
SWEDMA is a private company. It is classified as unknown and is currently operating.
When was SWEDMA founded?
SWEDMA was founded in 1968. It employs 1 to 10 people.
Where is SWEDMA based?
SWEDMA is headquartered in Stockholm, Sweden, in the Europe region.
How does SWEDMA make money?
One revenue line is on record: membership fees.
Who are SWEDMA's main competitors?
Direct peers on record are IAB Sverige, Sveriges Annonsörer, Sveriges Mediebyråer, KOMM (Sveriges Kommunikationsbyråer), Sveriges Kommunikatörer and FEDMA (European Federation of Data and Marketing Associations). Broad incumbents are DMA UK (Data & Marketing Association), IAB Europe and ANA (Association of National Advertisers). ICC (International Chamber of Commerce) is listed as an others.
Does SWEDMA have an API?
No public API is recorded for SWEDMA.