Erling Haaland sues Norwegian Air over image use
Football star alleges unlawful use of his likeness for advertising during the World Cup.
AI-assisted coverage comparison, editor-supervised · How this was made
Erling Haaland sues Norwegian Air over image use
Photograph: svt Nyheter (embedded from source)
What this story says
- Erling Haaland is suing Norwegian Air Shuttle.
- The lawsuit concerns the airline's use of Haaland's image, specifically his ponytail hairstyle, for advertising during the World Cup.
- Norwegian Air Shuttle has stated the lawsuit is "incomprehensible and regrettable."
- The case involves allegations of unauthorized or illegal use of Haaland's likeness and trademark.
Who covered it
Percentages are shares of the 26 outlets carrying a published leaning rating. 54 of the 80 outlets we know ran this story carry no rating and are not counted in them. Coverage measured .
Trust
42/100
Craft
59/100
Hype
41/100
80 sources · methodology
Norwegian football star Erling Haaland has filed a lawsuit against Norwegian Air Shuttle. The legal action centres on the airline's alleged use of Haaland's image, particularly his distinctive ponytail hairstyle, for advertising purposes during the World Cup. Norwegian Air Shuttle has responded by stating that the lawsuit is "incomprehensible and regrettable."
Disagreement on the specifics of the advertising
While multiple reports agree the lawsuit concerns the use of Haaland's image and ponytail for advertising during the World Cup, some specify the method of use. Several reports state the airline mounted the footballer's blond braid or ponytail on an airplane for marketing. Others, such as Frankfurter Allgemeine, suggest the airline wanted to advertise with the hairstyle. Spiegel notes that the subject-matter of the dispute is unknown, but according to Norwegian media, it is about Haaland's former horsetail hairstyle.
What the coverage left out
None of the left, centre, or right-rated reports mention the specific date the lawsuit was filed, beyond general references to "Thursday" in The Local - No. The full report from svt Nyheter did not contain any information about the lawsuit, instead featuring unrelated sports news.
Still developing. We have re-checked which outlets are covering this 6 times, most recently on 1 Oct 2026, 16:15, and will add the sides that appear.
How each side covered it
Our own reading of the reporting listed below, written from the outlets’ articles rather than quoted from them. The reasoning is set out on our methodology page.
Left
6 rated outlets
- Left-rated reports focused on Erling Haaland suing Norwegian Air Shuttle for unlawfully using his likeness. Several mentioned the ponytail or horsetail hairstyle as the specific image in question. For example, The Local - No reported that the lawsuit was over "ponytail image" and that the airline claimed the lawsuit was "incomprehensible and regrettable." Aftonbladet stated that Haaland's team believes the company "exploited the superstar" and "illegally used the player in their marketing."
Centre
9 rated outlets
- Centre-rated reports highlighted that Erling Haaland is suing Norwegian Air Shuttle for illegal use of his image. Many specified that the dispute involved his ponytail or horsetail hairstyle and its use in advertising during the World Cup. 24ur.com reported that the airline called the lawsuit "incomprehensible and regrettable." France24 quoted Haaland's lawyer, Thomas Hagen, stating that "The case deals with Norwegian's illegal use of Haaland's distinctive signs in its promotion of airline tickets during the football World Cup."
Right
11 rated outlets
- Right-rated reports focused on Erling Haaland suing an airline, often mentioning the ponytail or horsetail hairstyle as the cause. Protothema reported that Haaland and his representatives believe the company made "illegal use of Haaland's trademark." Welt stated that "The airline used its trademark for World Cup advertising," and a company spokesman expressed "his incomprehension." Le Figaro noted that the "Horsetail of Erling Haaland Lands Before the Norwegian Courts."
Questions about this coverage
- How did the left and right cover Erling Haaland sues Norwegian Air over image use?
- Of the 26 outlets on this story carrying a published leaning rating, 23% are rated left, 35% are rated centre, 42% are rated right. Those percentages are shares of the rated outlets, not of every outlet that ran it, which was 80. The sections above set out what each side emphasised, in its own terms.
- Is Erling Haaland sues Norwegian Air over image use left or right?
- Neither side dominates it. Of the 26 rated outlets on this story, 23% are rated left, 35% are rated centre, 42% are rated right, and no side holds the 70% this site would want before calling a field one-sided. A story is not left or right in any case; the outlets that carried it are what carry ratings.
- Is the coverage of Erling Haaland sues Norwegian Air over image use biased?
- Erling Haaland sues Norwegian Air over image use is one event reported by 80 outlets, and this page does not rate the story as biased or unbiased. What it publishes is the spread: which outlets ran it, where named rating organisations place each of them on the spectrum, and what each side chose to lead with. A leaning rating describes an outlet's record over time, not this article, and the two should not be run together.
- Which outlets covered Erling Haaland sues Norwegian Air over image use?
- 80 that we know of, every one of them listed further up this page with a link to its own report and to what we hold on the publisher. Nothing here is a summary of somebody else's summary: the outlets are named so the original reporting can be read.
- Why is Erling Haaland suing Norwegian Air Shuttle?
- Erling Haaland is suing Norwegian Air Shuttle over the alleged unlawful use of his image, particularly his distinctive ponytail hairstyle, for advertising during the World Cup. His representatives believe the company made illegal use of his likeness and trademark.
- What has Norwegian Air Shuttle said about the lawsuit?
- Norwegian Air Shuttle has stated that the lawsuit is "incomprehensible and regrettable." A company spokesman expressed his incomprehension regarding the legal action taken by the footballer.
- What specific aspect of Haaland's image is central to the lawsuit?
- The lawsuit centres on the alleged use of Erling Haaland's distinctive ponytail or horsetail hairstyle for advertising purposes. Some reports suggest the airline mounted the hairstyle on an airplane as part of a marketing campaign.
Read it at the source
80 outlets, grouped by the leaning a published rating gives them. Every headline links to the original; an underlined outlet name opens our profile of that publisher.
Left
6- Football Star Erling Haaland Sues Norwegian Airline (opens Spiegel in a new tab)
- Norway star Haaland sues airline over ponytail image (opens The Local - No in a new tab)
The Local - No — is The Local - No biased? Our profile of this outlet
- Erling Haaland: Airline Uses Horsetail to Advertise, Norwegian Striker Complains (opens La Dépêche du Midi in a new tab)
La Dépêche du Midi — is La Dépêche du Midi biased? Our profile of this outlet
- Erling Haaland Sues Norwegian Airline (opens svt Nyheter in a new tab)
svt Nyheter — is svt Nyheter biased? Our profile of this outlet
- See the Photo that Caused Haaland to File a Lawsuit (opens IndexHR in a new tab)
- Haaland Sues Norwegian Airline (opens Aftonbladet in a new tab)
Aftonbladet — is Aftonbladet biased? Our profile of this outlet
Centre
9- Haaland Files Lawsuit Against Norwegian Air Lines (opens 24ur.com in a new tab)
- Haaland Sues Airline for Marketing Action (opens wz.de in a new tab)
- Football: Haaland Sues Airline for Marketing Action (opens volksfreund.de in a new tab)
volksfreund.de — is volksfreund.de biased? Our profile of this outlet
- Football: Haaland Sues Airline for Marketing Action (opens saarbruecker-zeitung.de in a new tab)
saarbruecker-zeitung.de — is saarbruecker-zeitung.de biased? Our profile of this outlet
- Erling Haaland Sues Norwegian (opens Ilta-Sanomat in a new tab)
Ilta-Sanomat — is Ilta-Sanomat biased? Our profile of this outlet
- Haaland Sues Norwegian Airline for "Illicit Use" of Its Ponytail (opens France24 in a new tab)
- Haaland Sues Norwegian Airline for Unlawful Use of Its Image During the World Cup (opens Hola News in a new tab)
- Football: How Does Erling Haaland's Horsetail End up in Norwegian Court (opens lindependant.fr in a new tab)
lindependant.fr — is lindependant.fr biased? Our profile of this outlet
Right
11- Haaland Is Probably Suing Airline for Advertising with Ponytail (opens Frankfurter Allgemeine in a new tab)
Frankfurter Allgemeine — is Frankfurter Allgemeine biased? Our profile of this outletOpinion
- World Cup Fun Has Replay: Ponytail Makes Trouble: Haaland Sues Airline (opens n-tv in a new tab)
- Haaland Is Suing Norwegian Air for Illegally Exploiting his... Braid! (opens Protothema in a new tab)
Protothema — is Protothema biased? Our profile of this outlet
- According to "WM-Spass": Haaland Sues Airline! (opens Kronen Zeitung in a new tab)
Kronen Zeitung — is Kronen Zeitung biased? Our profile of this outlet
- Norway: Erling Haaland Sues an Airline (opens Welt in a new tab)
- Foot : The Horsetail of Erling Haaland Lands Before the Norwegian Courts (opens Le Figaro in a new tab)
- Haaland Sues Norwegian Airline for Curious World Cup Advertising (opens focus.de in a new tab)
- Erling Haaland Sues Norwegian: Dispute over World Cup Advertising (opens Bild in a new tab)
Show 3 more
- Haaland Sues Norwegian for Commercial Exploitation During World Cup (opens Jyllands-Posten in a new tab)
Jyllands-Posten — is Jyllands-Posten biased? Our profile of this outlet
- Haaland Sues Norwegian for Using Him in Marketing During the World Cup (opens berlingske.dk in a new tab)
berlingske.dk — is berlingske.dk biased? Our profile of this outlet
- VG: Haaland Sues Norwegian After the World Cup (opens Aftenposten in a new tab)
Aftenposten — is Aftenposten biased? Our profile of this outlet
Not rated
54- Scandal in Norway! Erling Haaland, Waited in Court Before Returning to Manchester City (opens fanatik.ro in a new tab)
fanatik.ro — is fanatik.ro biased? Our profile of this outlet
- Funny, but Haaland Didn't Laugh What Manchester City Star Did when He Saw the Joke About Him. (opens sport.ro in a new tab)
- Erling Haaland Sued Norwegian Air Shuttle Company After Using His Famous Hairdresser in a Commercial (opens antena3.ro in a new tab)
antena3.ro — is antena3.ro biased? Our profile of this outlet
- Erling Haaland Sues Norwegian Air Over World Cup Ponytail Ad: Manchester City Star in Legal Battle Ahead of Norway vs Wales UEFA Nations League Clash (opens The Sunday Guardian Live in a new tab)
The Sunday Guardian Live — is The Sunday Guardian Live biased? Our profile of this outlet
- Haaland Takes Airline to Court After Notable Action During World Cup (opens voetbalprimeur.nl in a new tab)
voetbalprimeur.nl — is voetbalprimeur.nl biased? Our profile of this outlet
- Haaland Sues Norwegian Air for His Ponytail: "He Was only Typhus", "No, It Was Advertising" (opens ilnapolista.it in a new tab)
ilnapolista.it — is ilnapolista.it biased? Our profile of this outlet
- Haaland: In Court with Norwegian Air for Use of His Image (opens onsports.gr in a new tab)
onsports.gr — is onsports.gr biased? Our profile of this outlet
- Haaland Sues Norwegian over Plane with Pigtails (opens maszol.ro in a new tab)
Show 46 more
- Haaland Sues an Airline! The Plane with Its Famous Tail Triggered the disputeHaaland Sues an Airline! The Plane with Its Famous Tail Triggered the Dispute (opens ProSport in a new tab)
- The Airline Got Into Trouble because of Haaland's Ponytail (opens sport.cz in a new tab)
- See Why Haaland Sued an Airline (opens pelop.gr in a new tab)
- Norwegian Star Sues Airline (opens pmo.ee in a new tab)
- Haaland Sues Norwegian for Marketing Action (opens vienna.at in a new tab)
- Erling Haaland Sues Norwegian Airline for 'Unauthorized' Use of Horsetail (opens bd.nl in a new tab)
- Erling Haaland Sued the Norwegian Airline because of the Disputed Advertisement! (opens Telegraf in a new tab)
- "Illegal Exploitation!": Why Haaland Is Taking a Major Airline to Court (opens CNN Greece in a new tab)
CNN Greece — is CNN Greece biased? Our profile of this outletOpinion
- Haaland Sues Airline for Marketing Action (opens onetz.de in a new tab)
- Haaland Sues Airline for Marketing Action (opens noz.de in a new tab)
- Erling Haaland: He's Taking an Airline to Court over his... Ponytail (opens Unknown in a new tab)
Unknown
- Football: Erling Haaland Sues Norwegian Airline for Use of His Horsetail (opens cnews.fr in a new tab)
- Haaland Sues Norwegian over Ponytail Stunt (opens Nieuws.nl in a new tab)
- Erling Haaland Sues Airline for Illegally Exploiting His Braid (opens Newsit.gr in a new tab)
- Haaland's Braid Goes to Court - He Sued Norwegian Air (opens ieidiseis.gr in a new tab)
ieidiseis.gr — is ieidiseis.gr biased? Our profile of this outlet
- Erling Haaland Sues Norwegian Air Shuttle for Unauthorized Use of Its Image (opens Ecopolitic in a new tab)
Ecopolitic — is Ecopolitic biased? Our profile of this outlet
- Advertising-Zoff After World Cup: Haaland Sues Airline Norwegian (opens kleinezeitung.at in a new tab)
kleinezeitung.at — is kleinezeitung.at biased? Our profile of this outlet
- Erling Haaland Files Lawsuit Against Norwegian Air for Illegal Exploitation of His Hair (opens NewsBomb in a new tab)
- Haaland Sues a Norwegian Airline: "It's Hard to Understand (opens gsp.ro in a new tab)
- Haaland's Braid Led Him to Court / What He Demands From a Norwegian Low-Cost Airline (opens rthess.gr in a new tab)
- Haaland Sues Norwegian Airline for Illegal Use of his... Braid (opens Documento in a new tab)
- Haaland's Ponytail Has Reached the Courts (opens Naftemporiki in a new tab)
Naftemporiki — is Naftemporiki biased? Our profile of this outlet
- Haaland in Dispute with Norwegian Airline (opens Fréttir - mbl.is in a new tab)
Fréttir - mbl.is — is Fréttir - mbl.is biased? Our profile of this outlet
- Haaland Aerial Processing for Misuse of Your Image - 01/10/2026 (opens Folha de S.Paulo in a new tab)
Folha de S.Paulo — is Folha de S.Paulo biased? Our profile of this outlet
- "We Have Trouble Understanding": Haaland's Horsetail Lands Before the Norwegian Courts (opens football-addict in a new tab)
football-addict — is football-addict biased? Our profile of this outlet
- A Plane, a Horsetail and a Shock Trial: Attacked by Erling Haaland for His Image, Norwegian Hallucinates (opens midilibre.fr in a new tab)
midilibre.fr — is midilibre.fr biased? Our profile of this outletOpinion
- Haaland Straw Syarikat Penerbangan Isu Rambut Ekor Kuda (opens Malay News- Malaysian newspapers from Kuala Lumpur in a new tab)
- Haaland Sues Airline over Post Inspired by His Hairstyle (opens Unknown in a new tab)
Unknown
- Haaland's Horsetail at the Heart of a Judicial Battle (opens konbini.com in a new tab)
konbini.com — is konbini.com biased? Our profile of this outlet
- Erling Haaland Sues Norwegian (opens Dagens industri in a new tab)
Dagens industri — is Dagens industri biased? Our profile of this outlet
- Haaland Sues Norwegian After World Cup Commercial (opens resume.se in a new tab)
- Norwegian Incomprehensible to Lawsuit From Haaland (opens rbnett.no in a new tab)
- Haaland Sues Norwegian Airline for Unlawful Use of Its Image During the World Cup (opens Prensa Libre in a new tab)
Prensa Libre — is Prensa Libre biased? Our profile of this outlet
- Haaland Sues Norwegian for Using Him in Marketing During the World Cup (opens avisendanmark.dk in a new tab)
avisendanmark.dk — is avisendanmark.dk biased? Our profile of this outlet
- Haaland Heads to Norwegian Airline (opens Vísir in a new tab)
- Haaland Sues Norwegian Airline (opens Sydsvenskan in a new tab)
Sydsvenskan — is Sydsvenskan biased? Our profile of this outlet
- Haaland Sues Norwegian Airline (opens HD in a new tab)
- Haaland and Norwegian in Advertising Dispute (opens kampanje.com in a new tab)
kampanje.com — is kampanje.com biased? Our profile of this outlet
- VG: Erling Braut Haaland Sues Norwegian (opens NRK in a new tab)
- VG: Haaland Sues Norwegian After the World Cup (opens aftenbladet.no in a new tab)
aftenbladet.no — is aftenbladet.no biased? Our profile of this outlet
- VG: Haaland Sues Norwegian (opens Agderposten in a new tab)
Agderposten — is Agderposten biased? Our profile of this outlet
- VG: Haaland Sues Norwegian (opens fvn.no in a new tab)
- VG: Erling Braut Haaland Sues Norwegian (opens dn.no in a new tab)
- Erling Braut Haaland Sues Norwegian After the World Cup (opens E24 in a new tab)
- Erling Braut Haaland Sues Norwegian (opens Nettavisen in a new tab)
Nettavisen — is Nettavisen biased? Our profile of this outlet
- Erling Braut Haaland Has Filed a Lawsuit Against Norwegian After the World Cup (opens VG in a new tab)
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