The Sweden Democrats, a far-right party with neo-Nazi roots, conducted an extensive advertising campaign across Stockholm Central Station in mid-August, spending approximately $100,000 on posters and installations. The messaging emphasized that individuals who commit crimes, depend on benefits, fail to learn Swedish, or engage in misbehavior are unwelcome in the country. This campaign occurred weeks ahead of Sweden’s general election scheduled for September 13, at which point the party was polling in second place and could potentially enter government if the right-wing bloc succeeds.
The party simultaneously ran additional provocative advertisements on buses in western Sweden, referencing a repatriation grant and using messaging that drew criticism from minority communities. The centre-right coalition government, working with the Sweden Democrats, had increased the repatriation grant from approximately $1,000 to $36,000 per adult earlier in the year. Following protests by roughly 20 bus drivers with Somali roots, the public transport operator removed the advertisements, citing concerns about worker safety and the potential for harassment. The Sweden Democrats subsequently characterized the removal as censorship and election interference.
The campaign reflects a significant shift in Swedish politics. For decades, the political establishment had marginalized the party, but after the 2018 general election, right-wing parties reconsidered their alliances. This culminated in the Tido Agreement in October 2022, establishing the current coalition government. A notable development occurred in May 2026 when the Liberal Party’s leader publicly announced support for the Sweden Democrats’ potential participation in a future government.
Community members and workers at the station reported that the campaign’s scale and messaging created an unwelcoming atmosphere. Some individuals tied the aggressive rhetoric to broader government policies, including controversial deportation cases involving children and teenagers. However, some observers noted potential constraints on the party’s growth, with polls in late August showing support at 18 to 19 percent, down from 20.5 percent in 2022.
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