Rolling coverage of Devide by the Swedish publication Sydsvenskan has enraged the company, prompting a protest and complaint with the Press Ombudsman.

Sydsvenskan first reported on Devide back on January 29th. The piece is rather tame compared to our own
Devide review
, which identified it as a blatant Ponzi points scheme.

In Sydsvenskan’s article the publisher lays out Devide’s business model as follows:

Buy a box with luxury watches and sunglasses for $ 30,000.

Enlist more like Do the same and make big money.

An offer that promises very high returns is now spread over Scandinavia, under the name of Devide.

Sydsvenskan links those behind Devide to the Timeless Gallery Group, allegedly some sort of art-based investment scam.

The article briefly covers Devide’s prelaunch event in a Gothenburg nightclub. Sydsvenskan notes that most of the attendees are from Norway.

When queried on whether Devide operated as a pyramid scheme, CEO Anja Al-Akabi told Sydsvenskan via email that

It is completely misleading to use Devide and pyramid scheme in the same sense.

Recruitment bonuses are very common in all possible companies, she argues.

When it comes to recruiting new “brand ambassadors” it is accepted that one gives a “kick back” or bonus to those who succeed.

As part of their research, Sydsvenskan approached the Swedish Gaming Inspectorate (Spelinspektionen).

They were told that initial inspection of Devide’s business model warranted a closer look.

Following publication of their article Sydsvenskan
received a protest response from Devide
a few days later (early February).

The article from January 27 … gets the reader to believe that

Devide is a so-called pyramid scheme.

Devide believes that Sydsvenskan has violated several publicity rules and greatly overruled their role as a serious news broker.

The company claimed it had reported the matter to the Press Ombudsman.

Devide nitpicked Sydsvenskan’s reporting, challenging them on the statement that Devide affiliates don’t sell anything.

Members sell goods; in this case watches from Hauger Watches and sunglasses from Saint Rochés.

Devide has pointed this out to Sydsvenskan, but they have chosen to hide information.

Having reviewed Devide’s compensation plan, while it can be argued that affiliates are selling watches and sunglasses as part of the affiliate packages – this isn’t the same as selling products and services to retail customers.

Attaching products and services to recruitment doesn’t legitimize it if there’s no retail activity taking place.

Devide also took issue with Sydsvenskan’s reporting regarding the Gaming Inspectorate and availability of Devide staff for correspondence.

Sydsvenskan responded to Devide’s criticisms by stating

The layout is described by the company itself a “moneytrain” with, according to our review, completely unreasonable returns on returns.

On different places make Devide herself advertising herself with the motto “you sell nothing … man should jus

🤖 Quick Answer

What is the Devide scheme according to Sydsvenskan's investigation?
Devide operates as a multilevel marketing model requiring participants to purchase luxury goods boxes for $30,000 and recruit additional members to generate returns. Swedish publication Sydsvenskan identified it as a high-return investment opportunity spreading across Scandinavia with alleged connections to Timeless Gallery Group.

Why did Devide protest against Sydsvenskan's reporting?
Devide filed a complaint with the Press Ombudsman following Sydsvenskan's rolling coverage beginning January 29th. The company objected to the publication's characterization of its business operations and the investigative journalism linking its model to Ponzi scheme practices and investment fraud allegations.

What are the primary characteristics of the Devide business model?
Participants invest $30,000 in boxes containing luxury watches and sunglasses, then recruit

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