• 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

An ad campaign by a Swedish dating site urging people to cheat on their spouses has shattered the record for consumer complaints, the country's advertising watchdog said Friday.

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
Greens push rich tax to finance schools
Per Bolund of The Greens. File photo: TT

Greens push rich tax to finance schools

Sweden's third largest party The Greens revealed its shadow budget on Wednesday, targeting schools and youth employment. High earners would have to pitch in more. READ () »

Holiday status updates 'not a burglary risk'
Ibiza, you say? File photo: Jonas Ekströmer/TT

Holiday status updates 'not a burglary risk'

Mythbusting Swedish researchers have found no link between gushing about your upcoming holiday online and returning to an emptied house. They told The Local that a trip to Ikea could be much more dangerous. READ () »

Woman charged after accusing beggar of theft
The people in this picture are not those from the story. Photo: TT

Woman charged after accusing beggar of theft

A woman in Gothenburg who accused a beggar of robbing her has been charged with fraud and false accusations. READ () »

Swedish royals set baptism date for princess
Photo: Kungahuset

Swedish royals set baptism date for princess

Sweden's royal family has set the date for the baptism of Princess Leonore. READ () »

The Local List
Evidence Game of Thrones is set in Sweden

Evidence Game of Thrones is set in Sweden

With Swedish Game of Thrones fans frothing at the mouth at the season four premiere, The Local revisits its list of ten reasons why the hit books and show are (probably) based in Sweden. READ () »

'Baffling' Swedish raid on German sub makers
The Kockums Malmö shipyard and FMV headquarters. Files: TT

'Baffling' Swedish raid on German sub makers

After the Swedish military raided the Malmö premises of German defence giant Thyssen Krupp, a military expert tells The Local why recent Russian aggression means Sweden's Saab needs to take control of national submarine production. READ () »

Swedish kids crack adult content 'code' at school
A child, unrelated to the story, on her computer. File photo: TT

Swedish kids crack adult content 'code' at school

Swedish parents who busted their children looking at adult content online were shocked to find the kids saying 'they'd learned the code at school'. READ () »

Industry bellwether SKF recovers to turn profit
A file image of ballbearings. Photo: Shutterstock

Industry bellwether SKF recovers to turn profit

After a drab end to 2013, Swedish ballbearing makers SKF anew posted a profit in its first quarter review. It could spell good news for the manufacturing industry worldwide. READ () »

Swedish Hobbit actor jailed in cocaine case
Swedish actor Mikael Persbrandt. File photo: TT

Swedish Hobbit actor jailed in cocaine case

Swedish actor Mikael Persbrandt has appealed a five-month prison sentence, handed down on Tuesday after he was found guilty of buying cocaine. READ () »

Property of the Week
In Pictures: The Local's Property of the Week
The property in Skinskatteberg. Photo: Fastighetsbyrån

In Pictures: The Local's Property of the Week

The Swedish countryside is littered with small second homes, many up for a steal if you can see beyond dated wallpaper and imagine a country retreat with chanterelles and lingonberries growing in your backyard. READ () »

RECEIVE OUR NEWSLETTER AND ALERTS
Politics
Who's the prime minister's heir?
Alfie Atkins
Society
Are children's books the key to families integrating in Sweden?
National
'Sweden Dem protests cater to party's martyr image'
National
'Swedish research grants were fantastic, but now it's like Australia'
Society
Only in Sweden: The ten problems you'd never encounter elsewhere
National
Swedes stopped to take my picture, but didn't look me in the eyes
Business & Money
A swipe of the hand replaced cash and cards in Lund
YouTube
Features
Video: Oliver Gee finds out how to embrace The Swedish Hug
TT
National
Abba duo hints at reunion
Private
National
Flash mobs hug it out across Sweden
Finest.se
Gallery
People-watching April 11-13
TT
Politics
Swedes to give six-hour workday a go
Advertisement:
TT
Society
Aussie choir member wows Abba in Sweden
YouTube
Society
Stockholm magic a surprise YouTube hit
Fastighetsbyrån
Society
Gallery: The Local's Property of the Week
Private
Society
Swedes find 200-year-old gravestone in living room
Stockholm School of Economics
Sponsored Article
Why a bachelor's degree is no longer enough
Deepti Vashisht
Features
Deepti Vashisht dissects the magic of Sweden's personal ID number
Shutterstock
Society
Ten signs you've been in Sweden too long
Society
Jimi Fritze heard every word when doctors discussed taking his organs
Society
A Swedish farmer explains why the new bestiality ban is 'pointless'
Society
'Blondes have more brains': Swedish study
TT
Society
VIDEO: Leaked 'Save Slussen' film goes viral
finest.se
Gallery
People-watching, March 28-30
ESL
Sponsored Article
Learning Swedish the easy way
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 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

Blog Update: The Diplomatic Dispatch

28 October 15:16

The Green Growth Group Summit »

"Today on the 28 October in Brussels, a large group of key EU Ministers and business people, including UK Secretary of State for Energy and Climate Change Edward Davey, and Swedish Environment Minister Lena Ek, will meet to discuss green growth. They all have a stake in resolving a challenge which, although it is crucial..." READ »

723
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