Cross-country: Johannes Høsflot Klæbo on the criticized ad: “I don’t control it”

Norway’s cross-country ski federation faced heavy criticism last winter for a lightly clad commercial promoting candy that featured Johannes Høsflot Klæbo and other national team skiers.

After the backlash — including concerns the ad was provocative and could encourage eating disorders — the commercial was withdrawn.

Speaking on the program “Skavlan & Sverige,” Klæbo reflects on his role and the decision to pull the ad:

• “It’s hard to know what to say. This is how our world works, and it’s not me who should decide whether it’s removed.”

He adds that it might have been a dispute they should have taken on rather than backing down.

“Skavlan & Sverige” airs on SVT1 at 20:00 on October 9 and is available on SVT Play from 15:00 the same day.