Controversy has erupted in the Swedish media world following revelations that a company offered free beauty enhancement treatments to some of the country’s most popular female bloggers in exchange for positive coverage.

• Teenage girls’ ‘insulting’ blog prompts defamation claim (28 Jan 09)
• Do you know who I am? (23 Dec 08)
• Swedish magazine staff get cosmetic surgery for article (20 Nov 08)

“Do they think that I look like I need this? Do they think I have such low self-esteem or that I think appearance is so important that I’d subject myself to the pain?” writes blogger Beatrice Birkeldh. http://www.thelocal.se/17358/20090204/