Alive Amelia Super Realistic Masturbator: review

Alive Amelia in brief — this is what you get

Alive Amelia Super Realistic Masturbator is a hand-held loose vagina made of TPE with no casing, no motor, and no electronics. It’s shaped like a vulva and it’s open at the back end, and the entire product consists of a single soft piece of material that can be pressed together by hand. There are no buttons to learn, nothing to charge, and nothing that can break electrically. So the things that determine whether it’s worth the money are only three: the material, the dimensions, and what it costs.

The specification looks like this according to the sources that can be checked: total length 13.4 centimeters, insertable length 13 centimeters, outer diameter 7.9 centimeters, the material TPE, and a product weight of 274 grams. In Sweden, the item is sold by seven stores at prices between 259 and 389 SEK, and all seven had it in stock at the price check on 12 September 2026. That makes Amelia one of the cheaper ways into the category of realistic loose vaginas.

This review is about the Flesh-colored variant with EAN 8433345308777, the brand’s own reference 30877. Six of the seven Swedish stores list the item under exactly that EAN number, and Mshop also links it to its own article number 584907. At the distributor International Dreamlove S.A. in Seville, which brought the ALIVE brand to the European market, the item number is 35143 and it has a launch date of 22 May 2025.

One thing is worth saying directly, because it affects everything that follows: the ALIVE brand does not publish its own product page for Amelia. The domain alivesextoys.com responds, but it contains neither specifications, image material, nor a manual. The closest thing available at the brand level is the distributor’s B2B catalog, and it lists material, packaging dimensions, packaged weight, instructions for use, and warning text — but nothing about the product’s own dimensions, no weight without packaging, no material declaration in the chemical sense, and no warranty period. Everything else in this text that concerns numbers therefore comes from shops and wholesalers, and each such piece of information is marked as such.

What an open-type loose vagina is, and how it differs

The category of masturbators splits into two designs that look similar in a product listing but work differently in practice. One is the sleeve model: a soft sleeve that sits inside a hard outer casing, like a Fleshlight. The casing supports the sleeve, makes the product firm, and makes it possible to adjust the suction by screwing on a cap at the back end. The other is the casing-free model, and that’s the one Amelia belongs to: a single piece of soft material without a shell that you hold directly in your hand.

The difference has three concrete implications. The first is that pressure is regulated by hand instead of with a control — the distributor explicitly describes the container as flexible, intended to be pressed together during use, and it’s the entire mechanism for how tight your grip gets. The second is that the product doesn’t stand up on its own and isn’t discreet on a shelf; a Fleshlight casing looks like a flashlight, while a casing-free loose vagina looks exactly like what it is. The third is that it’s open at the back end, which Lekosmek, Erotouch, and Mystic Store both highlight as a deliberate feature: the channel runs straight through, so the product fits all lengths and can be rinsed out from both ends.

So, what can be established purely in terms of construction is that Amelia swaps out adjustable suction and discreet storage for simpler cleaning, lower weight, and a substantially lower price. Whether this is the right trade-off depends entirely on what you prioritize — and that question is actually the whole point of the choice in this product category.

Amelia, Emma, or Mila — which one is which at ALIVE?

ALIVE sells an entire range of realistic loose vaginas with women’s names, and they’re regularly mixed up in Swedish shops because the description texts are almost identical. For example, Vuxen lists Emma, Mila, Lara, and Anne on the same page as Amelia. What sets them apart is the shape of the outer shell, the structure inside the channel, the size, and whether the model has one or two openings.

• Amelia — the model this text is about. One opening, vagina shape, total length 13,4 centimeters according to six independent retailers and wholesalers.
• Emma — the same construction and the same material, but a different shape. Mystic Store lists the total length as about 14.8 centimeters, so 1.4 centimeters longer than Amelia. Vuxen lists Emma in the color Flesh at 399 SEK, compared with Amelia at 369 SEK in the same store.
• Models with two openings — several of the sister models are sold as "Vagina & Anus" and therefore have a second channel. Amelia has only one: Vuxen explicitly lists the opening as "vagina" in its specification.

The practical advice is therefore simple. Don’t compare by the name or the product image, which looks deceptively similar across the entire series, but by the EAN number. Amelia in the color Flesh is 8433345308777, and that number appears in the article data of six of the seven Swedish stores. If you find a different number on a page called "Amelia," you’re either looking at a different size or a different model in the same series.

Material and build quality: TPE all the way through

The material question is the only characteristic of an intimate product that can’t be compensated for with experience or care, and on a product without electronics it is, in practice, the entire product. Here, the message is unambiguous and consistent: all sources — the distributor’s B2B catalog, all seven Swedish stores, and all the European retailers we checked — state TPE. Mshop writes it as "TPR/TPE," which is the same material family described with two closely related abbreviations.

What TPE means in practice

TPE stands for thermoplastic elastomer. It’s a material class that behaves like rubber but is processed like plastic: it can be melted and remolded, which is exactly what makes it cheap to manufacture in complex shapes with fine surface textures. That’s also the reason why this type of product can cost 259 SEK, while a comparable product in cured silicone costs several times more. So the material choice isn’t a mistake—it’s the price point.

The softness that the selling points are based on is real — all store descriptions come back to the material being skin-like, flexible, and able to be pressed together — but it comes with a price in terms of durability and hygiene. TPE, unlike cured silicone, is not a non-porous material. The surface has a microstructure where residues can remain, and you can’t sterilize the material without damaging it, because it softens with heat.

The most telling evidence for this limitation comes from the brand itself. The distributor’s own user manual ends with two warnings: do not use the product on swollen areas of skin, and do not share it with other sex partners. The second warning is not a polite phrase. It is the direct consequence of the fact that the product cannot be disinfected completely. A silicone product that can be boiled can, in principle, be shared after cleaning; a TPE product cannot, and the manufacturer states that in writing.

Phthalates, porosity, and why the material declaration is missing

Phthalates are a group of plasticizers used to make plastic—above all, soft (flexible) PVC—pliable. Kemikalieinspektionen describes them as substances that can affect the hormone system and make reproduction more difficult, and several of them are therefore restricted or banned within the EU in a large number of products. Intimate products in soft plastic are a recurring target of supervision precisely because the material is in contact with mucous membranes.

There is a gap here that is worth pointing out clearly. Neither the ALIVE brand nor the distributor states anywhere that the material is free from phthalates. They write TPE, and nothing more. The only source that claims otherwise is the Swedish shop Taboo, which in its product text describes the material as "TPE (skin-like, phthalate-free, body-safe)". That is a shop’s wording with no equivalent from the brand, and it should be read as the shop’s own marketing, not as a material declaration.

That TPE as a material family normally does not require phthalate plasticizers—the softness comes from the polymer blend’s own structure rather than from added plasticizers—is a reasonable general starting point. But the difference between “normally not” and “not guaranteed in this particular article” is the whole point of a material declaration, and there is none to refer to. If you want a written statement about plasticizers from the manufacturer, this is not the product that will give you that. It is the single biggest objection against Amelia, and it applies to the entire price range rather than just this model.

A point like this belongs here, because it is rarely stated in the Swedish shop texts. The wholesaler Sextoyswholesale.eu lists the country of origin as CN, meaning China. The brand is brought to market by International Dreamlove S.A., which—according to its own catalog—is registered with the trade register in Seville, but the actual manufacturing therefore does not take place in Spain. It is neither remarkable nor negative in itself, but it is relevant for anyone who wants to know where the product actually comes from.

Dimensions and weight: 13.4 centimeters—and three different weight figures

The dimensions are unusually well supported for a product without manufacturer information. Six independent sources state the same overall length: Blush Me lists 13.40 cm, Vuxen 13.4 cm, Taboo 13.4 cm, Erotouch 13.4 cm, Mystic Store about 13.4 cm, and the Spanish Tienda Punto G 134 mm. Insertable length is given by Blush Me and Vuxen as 13.00 cm and 13 cm respectively—so almost the entire product, which follows directly from the fact that the channel runs straight through.

The diameter is presented in two ways that look contradictory but aren’t. Taboo, Erotouch, and Tienda Punto G list 7.9 centimeters and call it the outer diameter. Blush Me and Vuxen list 8.00 centimeters and 8 cm respectively and call it the maximum diameter. It’s the same measurement, rounded differently. Mshop is the only store that calls 13.4 the inner length and 7.9 the inner diameter, which doesn’t match the other six sources and, with all likelihood, is a labeling error in the store’s own specifications field—an inner diameter of almost eight centimeters would be unreasonable for a product whose outer diameter is stated as exactly the same number.

The weight is the piece of information where the sources really diverge, and it deserves a review because the error keeps getting repeated between stores.

• 274 grams is given as the product weight by four independent sources: Erotouch, the wholesaler Sextoyswholesale.eu, Mystic Store, and Tienda Punto G. It’s the figure with the strongest support.
• 602 grams is given by the distributor itself and by Joyme—but in the distributor’s catalog it’s listed together with the dimensions 135 × 115 × 200 mm, i.e., the package dimensions. This is shipping weight, not product weight.
• 600 grams is listed by Lekosmek as the product’s weight and by Mshop explicitly under the heading "Dimensions (Packaging)", where it appears as 0.60 kg next to the package dimensions 13.10 × 11.10 × 20.00 cm. Mshop therefore has the correct number on the label, and Lekosmek is wrong.
• 250 grams is listed by Taboo without any further details. It’s close to 274 but doesn’t match any other source.

A conclusion can be drawn with reasonable certainty: the product weighs about 274 grams, the entire shipment including packaging weighs about 602 grams, and the stores that list 600 grams as the product weight have read the wrong line in the supplier data. Expect a product that weighs about the same as a normal-sized orange—not like half a liter of milk.

One last discrepancy belongs with the picture. The Spanish Almacén Erótico lists the length as 12.5 centimeters and at the same time states that the measurement is approximate. That figure is the only one among all the checked sources that deviates from 13.4, and since the store itself marks it as approximate, 13.4 should be regarded as the correct value.

Use: open back, flexible casing, and water-based lubricant

The user manual is the only instruction the brand actually publishes, and it is short enough to be reproduced in its entirety. The distributor’s catalog text lists three steps: open the packaging at the area marked "easy open", apply a water-based lubricant both in the opening and inside the channel, and clean with warm water and soap after use and let it dry. After that, there are the two warnings: do not use the product on swollen skin areas, and do not share it with other sex partners.

That’s the entire manual. There is no PDF, no quick guide, and no safety information beyond these lines. There is unusually little documentation even for a product without electronics, and it makes a real difference compared to, for example, Fleshlight, which publishes separate care instructions for its SuperSkin material.

Why the open back matters

The fact that the channel runs straight through is described by four sources—Lekosmek, Taboo, Erotouch and Mystic Store—and it’s the design detail that has the biggest practical impact. It gives you three things.

First, the fit. A closed channel sets an upper limit for how far in you can go, and that limit is then the product’s insertable length. With a through channel, there is no such limit—Lekosmek formulates it as the product being compatible with all penis sizes, and Erotouch says the same thing. So the insertable length of 13 centimeters that Blush Me and Vuxen list should be read as the channel length, not as a cap.

Next, the suction. On a closed model, a vacuum forms when air can’t escape, and that’s what creates the suction sensation in a Fleshlight with a closed lid. Here, there is no such vacuum. Instead, the pressure is regulated entirely by your hand: the distributor explicitly describes the container as flexible and intended to be squeezed together during use. In practice, that means the intensity is completely something you control yourself, and it varies depending on how tightly you hold it.

And finally, cleaning, which is the strongest argument of the three. A through channel can be rinsed out under running water from both sides. A closed channel must be turned inside out or rinsed out against the resistance of trapped air, which is exactly where residue and moisture remain. With a material that can’t be sterilized, this isn’t a convenience issue—it’s a hygiene issue.

Which lubricant works with Alive Amelia?

Water-based, and that’s the brand’s own instruction. The distributor’s user manual states that water-based lubricant should be applied in the opening and inside the channel before use, and several of the Swedish shops repeat the same thing.

The reason to stick with it is that it is material-specific. A silicone-based lubricant should not be used on soft elastomers—it breaks down the surface over time and makes it uneven, and a damaged surface can no longer be cleaned properly; it can only be replaced. Oil-based products such as coconut oil also leave a film that is difficult to remove and that attracts dirt. Water-based lubricant is the only one that does not affect the material, and since it dries faster than the other options, in practice the number one tip is to use plenty and top up as needed.

It’s also worth noting that here, lubricant is not an optional improvement but a prerequisite. On a product without a casing, where all grip strength comes from the hand, friction against dry TPE is both uncomfortable and wearing on the material.

Water resistance: what stores say and what is actually supported

Three Swedish stores state that the product is waterproof. Mshop writes "100 % waterproof" in its specification field, Vuxen checks "waterproof: yes", and Spanish Tienda Punto G writes "resistencia al agua: sí". None of them gives any rating, and neither the brand nor the distributor says anything at all about water.

What can, however, be established is that the question is fundamentally simple for this product. Amelia is a solid piece of TPE without a motor, battery, circuit board, or seams. There’s nothing inside that water can damage, and the distributor’s own cleaning instructions explicitly assume warm water and soap. The fact that the product can be rinsed off is therefore not a marketing promise but a direct result of how it’s built.

The IPX5 rating that only one store provides

One store goes further than the others. Taboo writes "Water-resistant IPx5: Yes" in its specification. That deserves a note, because an IP class is something completely different from a claim about water resistance.

The IP system is defined by the international standard IEC 60529 and applies to enclosure classes for electrical equipment. The number 5 in the second position means that the enclosure has been tested against water jets from a nozzle, i.e. a clearly weaker class than IPX7, which means submersion in one meter of water for 30 minutes. Stating IPX5 on a product entirely without electronics is doubly strange: the class is both irrelevant for a solid molded part, and—if taken literally—it would mean that the product is not approved for submersion, which contradicts the store’s own heading.

The conclusion is that the IPX5 specification should be disregarded. It does not come from the brand, it has no equivalent in any of the other seven stores, and it describes a test procedure that is not applicable to this type of product. What applies in practice is the distributor’s own instruction: rinse with warm water and soap, and let it dry completely.

How do you clean Alive Amelia?

With warm water and soap, before and after each use, and then complete drying. The distributor is unusually clear on this point and writes that proper cleaning both before and after each use is crucial for both the product’s longevity and for hygiene. Cleaning before use is not an overstatement here: the material collects dust during storage, and a product that has been lying in a drawer since the last time should be rinsed before it’s used.

Practically speaking, the through-channel means that you can hold the product under the tap and let the water run straight through, instead of trying to get water out of a pouch. Use fragrance-free soap or a cleaning agent intended for intimate products, and avoid alcohol and strong cleaning agents — they dry out elastomers and make the surface rough.

Drying is the step that determines how long the product lasts. Residual moisture inside a channel that is then put away in a drawer is the most common cause of this type of product starting to smell or getting discolorations. Let it air-dry completely, preferably upright so that the water runs out of the channel, before putting it away. The brand does not state that a storage pouch is included in the delivery — Mshop lists the contents as only "masturbator" — so you’ll have to figure out the storage yourself.

Longevity: what determines how long a TPE masturbator lasts

On a product without a battery, the material sets the lifespan, and it’s a different kind of aging than what you’re used to from electronic toys. Nothing stops working suddenly. Instead, the surface changes gradually.

Talk, storage, and why TPE gets sticky

Soft elastomers tend to become sticky on the surface over time, especially if they’re stored warm, in direct sunlight, or in contact with other soft plastic products. The Spanish retailer Dolce Vibra recommends in its own care instructions for the item that it be stored cool and dry, away from direct light, and that you can lightly dust it to keep the surface silky. It’s the same principle behind Fleshlights refresh powder, and it’s the single most effective maintenance for this class of material.

A few things apply generally and are worth knowing before buying. Don’t let the product rest against other toys in soft plastic—different elastomer blends can react with each other and leave permanent marks. Don’t expose it to high heat: the material is thermoplastic, which is what the abbreviation stands for, and boiling water or a dishwasher is therefore out of the question, even though the product otherwise tolerates water. And assume it’s a consumable rather than an investment. At a price from 259 SEK, it’s a reasonable stance, and it’s actually one of the product’s real strengths: once it’s worn out, you replace it without it hurting your wallet.

The documentation that isn’t there

This is the point where Amelia differs the most from the branded products we normally review, and it’s worth being straightforward about what’s missing. The brand publishes no product page, no specification, no PDF manual, no material declaration, and no warranty period. There’s no EU declaration of conformity to look for either—this type of document applies to electrical equipment, and Amelia contains no electronics.

The consequence is concrete. All the measurements in this text come from retailers, not the manufacturer, and that’s exactly why they differ in weight. There’s no authoritative source to fall back on when the stores contradict each other—only a majority to lean on. And there’s no manufacturer warranty to rely on if the product breaks—what applies is the store’s responsibility under the Swedish Consumer Sales Act (konsumentköplagen), and nothing beyond that.

It’s not uncommon at this price range, and it should be weighed against what the product costs. But there’s a difference worth keeping clear: you buy an item that no manufacturer describes publicly, in a material category where the material declaration is the single most important piece of information.

Alive Amelia compared with the alternatives

Three comparisons are relevant: against the category’s reference product, against the brand’s own sister model, and against the other cheap loose vaginas on the same store shelf. All the price details below come from the stores’ product feeds and product pages on 12 September 2026.

Against Fleshlight Pink Lady Original — 566 SEK apart

Fleshlight Pink Lady Original is the product that defined the category, and it clearly shows what the price difference actually buys. Mshop, which sells both, states that for the Fleshlight the material is SuperSkin, a product length of 25,00 centimeters, packaging dimensions of 29,00 × 10,00 × 10,00 centimeters, and a weight of 0,86 kilograms, at a price of 825 SEK with a campaign price of 743 SEK. Amelia costs 259 SEK at its cheapest. The difference versus Fleshlight’s campaign price is 484 SEK; versus the regular price 566 SEK.

The 25 centimeters versus Amelia’s 13.4 are not a comparison of two equally sized products — in Fleshlight’s measurements, the hard case is included, which is the whole point of the design. The case makes the product discreet, lets you twist the adjustable suction at the back end, and provides a firm grip that does not depend on hand strength. That’s also why it weighs 0.86 kilograms with packaging, compared with Amelia’s 602 grams.

What Amelia has on its side is the price, the through channel, and the fact that there’s no sleeve that has to be taken out of a case for cleaning. The conclusion is straightforward: if you want adjustable suction, a discreet exterior, and a manufacturer that publishes care instructions for its material, then the Fleshlight is worth its extra few hundred SEK. If you only want a soft, realistic loose vagina with nothing around it, Amelia does the same basic job for less than a third of the money.

Versus Alive Emma — 1.4 centimeters and the same material

The sister model Emma is the most direct comparison available, because it comes from the same brand, is made in the same material, and is sold in the same stores. Mystic Store lists Emma’s total length at about 14.8 centimeters versus Amelia’s 13.4, the same TPE, the same ribbed inner structure, and the same open back. Vuxen lists Emma at 399 SEK and Amelia at 369 SEK in the same store, i.e. a difference of 30 SEK.

Practically speaking, that means the choice between them is not about quality or function, but about shape and size. Emma is 1.4 centimeters longer. Both have a single opening, both are open at the back, both require water-based lube, and both lack a material declaration from the brand. The one who prefers a slightly larger product pays an extra 30 SEK; the one who doesn’t care about the difference saves that money.

The most useful thing about the comparison is actually what it says about the series as a whole. ALIVE’s realistic loose vaginas are essentially the same product in different outer shapes, and choosing between them based on the description texts is pointless because the texts are nearly identical. Choose based on measurements and on the EAN number.

Versus the other cheap loose vaginas — the same shelf, the same price

The third comparison is the one that most people actually do at checkout. On the same page where Vuxen sells Amelia for 369 SEK, the store Sophie Pussy & Ass Masturbator lists it for 259 SEK and Stroker Realistic Vagina for 299 SEK. It’s the same price range, and that means Amelia’s argument has to be something other than that it’s cheap.

And that is the case, even if with reservations. Amelia’s measurements are unusually well documented for the price range: six independent sources state the same total length, and four state the same product weight. The channel throughout is explicitly described by four retailers. The distributor publishes an instruction manual with warning text. It’s more than you normally get to know about a loose vagina for under 300 SEK, and that in itself is a reason to choose an item that can actually be verified rather than one that only has a sales text.

The reservation is that none of this information comes from a manufacturer with a published product sheet, and that kind of comparison therefore always depends on the precision of the retailers. It’s a weakness that applies to the entire segment, not just this model.

Price range: 259 to 389 SEK and seven stores with stock

Seven Swedish stores sell the item under EAN 8433345308777. Cheapest are Blush Me and SexleksakerOutlet at 259 SEK each, most expensive is Mshop at 389 SEK. That’s 130 SEK, or a 50 percent difference, for exactly the same product number, the same color, and the same packaging. In between are Taboo at 349 SEK, Vuxen and Lekosmek at 369 SEK each, and Joyme at 379 SEK.

The stock situation is unusually good. All seven stores had the product in stock during the price check, which means that the cheapest price can actually be purchased — unlike many more expensive products where the cheapest store is sold out and the real price is several hundred SEK higher. Here, 259 SEK is a real price, not a theoretical one.

Two of the stores also report their comparison price. SexleksakerOutlet states 369 SEK as the regular price and 259 SEK as the current one, and Vuxen states 369 SEK as the lowest price over the past 30 days. This suggests that 369 SEK is the item’s normal price level in Sweden and that 259 SEK is a reduction rather than a permanent floor. It’s worth knowing if you’re wavering: the price spread may be smaller next month.

The price spread isn’t because any store sells a different variant. Six of seven stores list the item explicitly under EAN 8433345308777, and the seventh, Joyme, uses the same product name and the same description text as the distributor’s catalog. So this comes down to the retailers’ own margin setting. Still, always check the final price at checkout — in this price range, all stores are below the threshold for free shipping, and the shipping cost can even out the entire difference between the cheapest and the most expensive.

Who is Alive Amelia for — and who isn’t?

It’s a match for you if you want to try a realistic masturbator sleeve without having to spend eight hundred kronor, and if you’re comfortable treating it as a disposable product. It suits you if you prioritize easy cleaning—the continuous channel is genuinely the best thing about the design. It’s for you who wants to be able to regulate the pressure with your hand instead of using a control, and for you who doesn’t want a product with a battery that has to be charged or electronics that could break. And it suits you who doesn’t need the product to be discreet when it’s left out.

It’s not a match for you if you specifically want adjustable suction—then a pouch model is the right way to go, like the Fleshlight Pink Lady Original. It’s not for you if you want a discreet exterior; a pouch-free masturbator sleeve looks exactly like what it is and requires its own storage space, especially since the brand doesn’t include any bag. It’s not for you if you require a written materials declaration before purchase, because neither the brand nor the distributor states anything about phthalates or other plasticizers. And it’s not for you if you want to be able to share the product with a partner—the brand’s own instructions explicitly advise against it.

One more thing belongs in the decision. Amelia is built like a cheap and easy-to-discard product, and it should be assessed as such. With 274 grams of TPE, no casing, no electronics, and no maintenance material in the package, it’s not a product that’s meant to last for five years. It’s a product that should be good while it lasts and then be replaced, and at 259 SEK it’s a perfectly reasonable deal. If you want something that lasts longer, you’ll have to look for hardened silicone or a pouch model with a replaceable sleeve—and pay accordingly.

Warranty, complaints, and right of withdrawal

Neither the brand ALIVE nor the distributor publishes any warranty period for Amelia. There is no manufacturer warranty you can invoke, no registration to do, and no support channel is specified. That’s not surprising in itself for a product without electronics in this price range, but it means that your rights are exclusively the statutory ones.

Under konsumentköplagen (the Swedish Consumer Sales Act), you have three years of right to make a complaint for defects in the goods, counted from delivery and directed at the store you bought from—not the manufacturer. A defect that shows up within the first two years is also assumed to have already existed at the time of delivery unless the seller shows otherwise. For a molded TPE product, the defects that can occur in practice are molding defects, cracks, or deviations in the shape, and in normal cases they show up right away.

When purchasing at a distance, you also have a right of withdrawal for fourteen days in accordance with the law on distance contracts and contracts concluded outside business premises. Here, however, there is an important limitation that is especially relevant for this particular product: in practice, the right of withdrawal does not apply to sealed goods for hygiene reasons that have been unsealed. The distributor’s own instruction to open the packaging at the area marked “easy open” describes exactly the step that makes the right of withdrawal ineffective. If you have opened the package, you therefore can’t count on being able to withdraw from the purchase—but the right to complain about defects always applies.

Several of the stores add their own terms in addition to the law. Mshop, for example, states a 30-day trial purchase as long as the item has not been opened, used, or damaged, with an extended return right for newsletter subscribers. Such terms are voluntary and vary between stores, so read them before you decide where you’re going to shop if return policy is important to you. If you have questions about what applies in your case, Konsumentverket (the Swedish Consumer Agency) provides guidance via Hallå konsument.