• 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)

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
Royal News
Swedish royal couple set wedding date
The couple pictured in the summer. Photo: TT

Swedish royal couple set wedding date

UPDATED: Sweden's Prince Carl Philip and Sofia Hellqvist, who got engaged earlier this year, have announced they will marry next June. READ  

Analysis
Sweden Democrat threats 'just a show'
Sweden Democrat leader Jimmie Åkesson. Photo: TT

Sweden Democrat threats 'just a show'

There is talk that the nationalist Sweden Democrats could trigger a fresh election, by rejecting the new coalition's budget. But leading Political Scientist Li Bennich Björkman tells The Local that the party is just game-playing and should be focusing on getting its fatigued leader back. READ  

Science
Astronaut helps launch first student satellite
Christer Fuglesang on a previous space mission. Photo: TT

Astronaut helps launch first student satellite

Sweden's debut astronaut Christer Fuglesang is helping students at KTH Royal Institute of Technology to become the first in the country to make their own satellite and send it into space. READ  

New coalition
New coalition reveals 'compromise' budget
Prime Minister Stefan Löfven and Green Party leader Åsa Romson. Photo: TT

New coalition reveals 'compromise' budget

UPDATED: Prime Minister Stefan Löfven's Social Democrat-led coalition has revealed its first budget proposal, listing plans to spend more than 20 billion kronor. READ  

Weather
Sweden braces for ten centimetres of snow
Kiruna, in far northern Sweden, has already been hit by snow this season. Photo: TT

Sweden braces for ten centimetres of snow

Sweden's weather agency has warned that up to ten centimetres of snow are on the way for Sweden. READ  

Business and Money
Global profit boost for Handelsbanken
Handelsbanken is Sweden's second largest bank. Photo: Bertil Eriksson/TT

Global profit boost for Handelsbanken

Sweden's second-largest bank, Handelsbanken, has reported a rise in third-quarter profits, boosted by higher income from its loan book as it continues its expansion overseas. READ  

Stockholm 'sub hunt'
Sweden pulls back 'submarine' search
Navy vessels remain in the archipelago. Photo: Lars Pehrson/TT

Sweden pulls back 'submarine' search

Sweden is pulling back part of the naval operation which has been searching for a suspected Russian submarine off the coast of Stockholm for nearly a week. READ  

Julian Assange
Assange prepares for court ruling in Sweden
Julian Assange at Ecuador's embassy in the UK. Photo: Anthony Devlin

Assange prepares for court ruling in Sweden

WikiLeaks founder Julian Assange says he is "confident" his asylum status will be resolved, as he awaits an imminent ruling on his case by a Swedish court. READ  

Opinion
'Why were we kept in the dark for years?'
The submarine hunt is now in it's sixth day. Photo: TT

'Why were we kept in the dark for years?'

Military expert Johanne Hildebrandt tells The Local that the biggest question in the Stockholm submarine hunt hasn't been answered yet - why don't we know more about the "other operations" from the last few years? READ  

The Local List
Eight things to love about renting in Sweden
Apartments in Sweden are compact. Photo: Shutterstock

Eight things to love about renting in Sweden

A housing crisis means that short-term sublets are the norm in major cities and rent regulation rules are frequently flouted. But this week, The Local's decided to look on the bright side of renting an apartment in Sweden. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Gallery
In Pictures: Prince Carl Philip and Sofia Hellqvist
Lifestyle
Eight things to love about renting a Swedish apartment
National
Vasa ship cannon blasted in Sweden
National
Sub hunt: Day-by-day
National
Sub hunt: Stockholm islanders share their fears with The Local
Blog updates

21 October

Denna & den här (The Swedish Teacher) »

"?Denna? or ?den hr?? Swedish language students often ask question about different pronouns. One pronoun that especially..." READ »

 

19 October

Getting it (Blogweiser) »

"Follow Joel Sherwood on FB Few watch baseball in Sweden. This is excellent when your team loses..." READ »

 
 
 
Sponsored Article
The best options for oversea transfers
National
Get 20% off unique Swedish homeware
National
Dentist gives free care to Roma beggars
Business & Money
Get your own office in Gothenburg or Stockholm - free for a day
Gallery
Property of the week: Malmö
Gallery
PHOTOS: 'Foreign activity' in Swedish waters
Gallery
People-watching: October 19th
TT
Society
QUIZ: How good is your Swedish?
Lifestyle
What's on in Sweden: October 17th - 24th
Society
The nudity... and nine other things expat men notice in Sweden
Gallery
People-watching: October 15th
Gallery
Your views: Should outdoor smoking be banned in Sweden?
Business & Money
Sweden has 'large hole' in finances
Sponsored Article
Introducing... Finding a job in Stockholm
Society
Monster salmon caught in northern Sweden
Gallery
Property of the week: Lorensberg
National
Scandinavia's child bride
National
Ebola crisis: How is Sweden preparing?
Business & Money
How Sweden is becoming a cashless society
Gallery
Stockholm Burlesque Festival 2014
National
How a little red horse became a symbol for Sweden
Gallery
People-watching: October 12th
Business & Money
The hottest start-ups from southern Sweden
National
What's on in Sweden: October 10th - 17th
National
Stockholm is 'best' region for well-being
Gallery
People-watching: October 8th
National
Five facts to know about Patrick Modiano
Society
My Swedish Career: A French fashionista in Sweden
Society
Swede's anti-bully Facebook tale goes viral
Society
Have you seen Sweden's viral subway cancer campaign?
National
Isis: Swedes linked to Turkish prisoner swap
National
Should Swedes be banned from buying sex abroad?
Gallery
Fredrik Reinfeldt's leaving presents
National
Five Swedish TV shows you shouldn't miss
Gallery
A tool belt, a casserole, and a book. Fredrik Reinfeldt's parliament gifts
TT
Lifestyle
Top five winter festivals in Sweden
TT
National
Sami reindeer herders win mine reprieve
Gallery
Property of the Week: Gamla Enskede
Sponsored Article
How to catch the first lobster of the year
Politics
Ten new minister faces you should know
Tech
First womb transplant baby in world born in Sweden
Team SCA
Sponsored Article
All-female SCA team takes off on Volvo Ocean Race
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

978
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
If you want to drink, that’s your business.
If you want to stop, we can help.

Learn more about English-language Alcoholics Anonymous in Sweden. No dues. No fees. Confidentiality assured.
AA-EUROPE.ORG/SWEDEN