• Sweden edition
 
Swedish 'have an affair' ad sets complaint record

Swedish 'have an affair' ad sets complaint record

Published: 18 Mar 2011 14:31 GMT+01:00
Updated: 18 Mar 2011 14:31 GMT+01:00

On Wednesday, The Local reported on billboards on a number of Stockholm bus shelters with a tagline urging marital infidelity.

"Are you married? Liven up your life - have an affair", the ad suggests.

While complaints began coming into the Swedish Advertising Ombudsman (Reklamombudsmannen - RO) last weekend, but Friday the agency reported that it had received dozens complaints about the campaign from Norwegian firm Victoria Milan.

"Yesterday we got ten in two hours. Now we're up to more than 90 of them, which is a new record for the number of complaints," she told the TT news agency.

The previous record –37 complaints – was held by Comviq, but Victoria Milan's "have an affair" challenge, which includes ads on bus shelters and the Stockholm metro, as well as television commercials, has shattered all previous figures.

According to Victoria Milan, however, it's not only complaints which have skyrockets since the launch of the ad campaign.

"So far our membership numbers and revenues have beat expectations. That shows that the concent works and that there is a large market for this," the company's founder and CEO, Sigurd Vedal, told the Dagens Industri newspaper.

For a monthly few of a few hundred kronor, married men or women can create an account on the site and find a temporary partner.

In one corner of the page is a "panic button" which allows users to quickly leave the site in favour of a less controversial website.

"I understand that people have a reaction. But we're launching a service for a behaviour that already exists. Our service is an alternative to divorce," said Vedal.

TT/The Local/dl (news@thelocal.se)

Don't miss...X
Left Right

Your comments about this article

16:48 March 18, 2011 by Atlas
What better PR than having complains about a business practice :). The more people complain, the more it gets interesting...
17:11 March 18, 2011 by BrittInSweden
NINETY!!!! Wow, get that advert removed. Those numbers are astounding.
21:49 March 18, 2011 by Rolle
Genius ad. Kudos
22:07 March 18, 2011 by Soft Boiled
@Rolle

Yeah right?
22:08 March 18, 2011 by Hagrid
Heck, if this is what we come to, why get married in the first place. How sad.
02:19 March 19, 2011 by Scott Huard
Here's a thought. We should start teaching our kids that:

#1. Sex does NOT equal love.

#2. Marriage does not equal love.

#3. Love means caring enough to speak the truth.

#4. Most people are afraid to speak truth because they would lose what little alleged love they have at the time they speak.

#5. We need to teach people to speak the truth about their needs and wants and desires without being mean to each other.
09:53 March 19, 2011 by Rishonim
People don't need an advert suggesting they should have an affair. People do it so naturally in Sweden. Swedish guys go to Thailand and sleep with anything that crawls while their women go out, get drunk and bang anyone that says "HeJ".
12:11 March 19, 2011 by McChatter
Just goes to prove that Swedes have no sense of humour. Lighten up!
12:13 March 19, 2011 by johnny1939
Great show..just joined
22:30 March 19, 2011 by Madstadlad
@McChatter, no sense of humour? Tell the kids of wrecked marriages it's all just a good laugh!
01:48 March 20, 2011 by LeoKinmann
LOL Rishonim, I'll second that
04:21 March 20, 2011 by sunnchilde
This is insanity. Let's encourage hundreds of random people to screw other random people no matter what diseases they may have. I just got through watching a movie called "And the Band Played On". It's about the rise of AIDS in San Francisco.

The fact is this ---> It wasn't the disease itself that was the real killer. The REAL killer was promiscuous sex! One infected monogamous person spreads the disease to exactly one other person (their mate) and there the disease dies. It was the bath-houses in San Francisco that really let this disease get a foothold. Encouraging multiple sex with random partners is not only foolish and dangerous but it's also Stupid!
08:03 March 21, 2011 by Da Goat
I second what Scott H said right on the money Scott!

genius reklam though all the same but yeah it's sad!
12:01 March 24, 2011 by RitaPita
"Our service is an alternative to divorce." ... actually, no. Your service will INDUCE divorce. That's what the banner is implying.

If the divorce would be inevitable, then logically so would the affair, and in that case there wouldn't be a need to encourage it.
19:11 August 25, 2011 by Scott Huard
One of the saddest things goiing on here in america is the website called Ashley Madison...its advertised as a cheating website AND THE SADDEST THING ABOUT IT IS THAT 2/3rds of the subscribers to it are...WOMEN...and men are told that they are pigs...right...
Today's headlines
Swedish Tetra Pak factory to shut down
Photo: TT

Swedish Tetra Pak factory to shut down

A Tetra Pak factory in southern Sweden is set to shut down due to a decrease in demand, meaning 250 Swedes risk losing their jobs. READ  

The Local List
Ten false friends in the Swedish language
Photo: The Uppsala Koala

Ten false friends in the Swedish language

Never, ever take the Swedish language at face value. This is a language where "puss" means "kiss" and "kiss" means "pee". And that's just the beginning... READ  

Sami museum hit in suspected tear gas attack
Permanent exhibition on the life of Sami nomads. Photo: Bengt Oberger/Wikipedia

Sami museum hit in suspected tear gas attack

The Sami museum in northern Sweden had to be evacuated after two attackers sprayed an unknown substance which left several people violently ill. READ  

Roma advocate scoops Wallenberg prize
Emir Selimi: The winner of the 2014 Raoul Wallenberg Prize. Photo: Charles L. Sjölander

Roma advocate scoops Wallenberg prize

A Roma man has been hailed as "inspirational" after scooping this year's Raoul Wallenberg Prize for setting up an organization to help stamp out racism against the community. READ  

Government keen on Nato forces in Sweden

Government keen on Nato forces in Sweden

Nato will soon be able to deploy forces to Sweden, with the government likely to sign an agreement with the military alliance this week, but an expert told The Local that full membership remains unlikely. READ  

Beggar hit in exhaust fume 'attack'
Exhaust fumes. Photo:Shutterstock.

Beggar hit in exhaust fume 'attack'

A beggar in southern Sweden was forced to flee in terror after she was enveloped with thick black smoke, part of an apparent attack that was captured on video and spread via social media. READ  

Elections 2014
Sweden opens the gates for election voting
Don't forget to vote. Photo:Shutterstock.

Sweden opens the gates for election voting

If you're busy on September the 14th, or simply can't wait to have your voice heard, Wednesday morning marked the opening of the polling booths for early-bird voters. READ  

Whooping cough alert after two infants die

Whooping cough alert after two infants die

The Swedish Public Health Agency has urged parents to be aware of the dangers of the infectious whooping cough disease after two babies have recently died from the illness. READ  

Chuck Berry wins 2014 Polar music prize
Chuck Berry performing in Oslo in 2007. Hakon Mosvold Larsen /Scanpix Norway

Chuck Berry wins 2014 Polar music prize

The Polar music prizes were handed out in Stockholm on Tuesday night, with Chuck Berry and theatre director Peter Sellars sharing one million kronor ($153,000) in prizes. READ  

Swedish store scraps high heels for toddlers
The shoes pictured are indeed the shoes in question. Photo: Joakim Loamotte/TT

Swedish store scraps high heels for toddlers

UPDATED: A social media storm has seen a supermarket chain recalling its heeled children's shoes. The man behind the storm says other countries could learn from how seriously Sweden takes equality. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Society
Meet the man who made a Swedish store recall its high heels for kids
Business & Money
'How I came to run my own business in Sweden'
Politics
Expert explains why Sweden's election oozes uncertainty
National
City plays Schindler's List theme at Nazi rally
Society
For Stockholm Fashion Week, here's the A-Z of Swedish fashion
Blog updates

25 August

Hit och dit, här och där (The Swedish Teacher) »

" Hej igen! A common challenge for Swedish language students are the location adverbs hit/här, dit/där, hem/hemma etc. Some of the location adverbs come in two versions. We should use one type of location adverb when we use a verb describes where we are, and we should use the other type of location adverb when we the verb..." READ »

 

25 August

The Dollar Store (Blogweiser) »

"A dollar store in Sweden. Blog post: http://t.co/tNuuvcP1q0 #USD #greenbacks #sweden #sverige pic.twitter.com/RHFAYf7U1k — Joel Sherwood (@joeldsherwood) August 23, 2014 There’s a chain here in Sweden called The DollarStore. This name always stood out to me in a country where they don’t use dollars. I went there for the first time this weekend. They actually accepted greenbacks..." READ »

 
 
 
National
'Amnesiac' man avoids deportation for ten years
Gallery
Princess Estelle through the years
Business & Money
Swedish city all set for six-hour workday trial
Business & Money
Five golden rules for the Swedish job hunt
Sponsored Article
Graduates: Insure your income in Sweden with AEA
Gallery
People-watching August 22-24
National
Armed royal guards caught (very) drunk on the job
National
Sweden orders textbook on Roma discrimination
Gallery
Violent anti-Nazi demonstrations in Malmö
Society
A closer look at Sweden's five official minority languages
Gallery
See the destruction from the southern Sweden floods
Politics
'Sweden Democrats hold the key to elections'
Society
Swedes celebrate first day of smelly fish season
Politics
Sweden elections: How do they work?
Finest.se
Gallery
People-watching August 20th
Society
Did you know the Bronx in NYC was named after a Swede?
Society
Swedes slam Danes for 'racist' art
National
Majority of Swedes favour more or just as many refugees
Sponsored Article
Find out what gives this Swedish school executive appeal
Society
This gold coin may be the key to solving a Swedish massacre
Skatteverket
Sponsored Article
Introducing... ID cards and permits in Stockholm
Sponsored Article
Introducing...Your finances in Stockholm
Sponsored Article
Introducing...Housing in Stockholm
Latest news from The Local in Austria

More news from Austria at thelocal.at

Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Denmark

More news from Denmark at thelocal.dk

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

732
jobs available
Swedish Down Town Consulting & Productions
Swedish Down Town Consulting & Productions is an innovative business company which provides valuable assistance with the Swedish Authorities, Swedish language practice and general communications. Call 073-100 47 81 or visit:
www.swedishdowntown.com
PSD Media
PSD Media is marketing company that offers innovative solutions for online retailers. We provide modern solutions that help increase traffic and raise conversion. Visit our site at:
http://psdmedia.se