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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

Published
Erling Haaland sues Norwegian Air over image use

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

Left 23%(6)Centre 35%(9)Right 42%(11)

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

Centre

9
Show 1 more

Right

11
Show 3 more

Not rated

54
Show 46 more

How did this read?

About the coverage, not about the story. We do not ask whether you agree with what happened — we have no honest use for that answer.

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