Stockholm, Sep 29 : Swedish authorities will be able to pull the plug immediately on advertising campaigns deemed to mislead consumers, according to a government proposal presented on Monday.

Advertisers would no longer be able to dismiss complaints from the consumer ombudsman, forcing the authority to file a lawsuit against the company to proceed as under the current system, reported Xinhua.

"Marketing directed at consumers has become quicker and more proactive," Finance Markets and Consumer Minister Per Bolund said in a statement.

"To protect consumers, the consumer ombudsman needs to have access to effective and deterring sanctions," he added.

The government also wants to double the fines against breaches of the law on marketing standards so that perpetrators would have to pay up to 10 million SEK ($1.18 million).