04.05.2026 09:46
The advertisement film prepared by Bosch Turkey for Mother's Day caused an outcry on the grounds that it treated the concept of motherhood and pet ownership on the same level. Following the reactions, the advertisement was taken off the air, while the Ministry of Family and Social Services decided to take the matter to court.
Bosch Turkey's advertisement titled "A Real Mother's Story" prepared for Mother's Day sparked a major debate after its release. The ad's concept, which equates the concept of motherhood with pet ownership, quickly became the target of criticism.
PET OWNERSHIP AND THE CONCEPT OF MOTHERHOOD TREATED ON THE SAME LEVEL
In the advertisement set in a Bosch store, two women appear to be engaged in a deep conversation about their children. Phrases directed at each other during the dialogue, such as "You seem to be a mother," "I have two as well," and "Kids, you know..." create the impression of a classic motherly chat. However, the ad's finale, revealing that the "children" being discussed were actually pet dogs, was met with backlash.
REACTION: "THE CONCEPT OF MOTHERHOOD IS BEING DEVALUED"
Following the ad's release, intense criticism emerged on social media platforms targeting Bosch Turkey. A large number of users argued that while love for pets is valuable, treating it on the same level as the concepts of "motherhood" and "child" devalues family structure and the sanctity of motherhood.
REMOVED FROM BROADCAST
After the advertisement caused significant backlash, Bosch Turkey also stepped back. The company was seen to have removed the ad from broadcast.
MINISTRY INTERVENES
A reaction to the said advertisement also came from the Minister of Family and Social Services, Mahinur Özdemir Göktaş.
In a post on her official social media account regarding the issue, Minister Göktaş stated: "Motherhood is not a concept that can be devalued by reducing it to advertising language! Every woman who lovingly touches a child's life, raises, protects, and prepares them for the future—whether biological or foster—is a true mother. This bond is not just individual but also the foundation of social continuity. Every form of love is certainly valuable. However, we do not accept the bending and trivializing of a deep and foundational value like motherhood for the sake of communication strategies. Motherhood is not a communication construct; it is the carrier of a generation and a future. Addressing this value with the sensitivity it deserves is not a choice but a responsibility."
Meanwhile, it was also stated that the Ministry of Family and Social Services would take the matter to court.
RTÜK LAUNCHES AN INVESTIGATION
Mehmet Daniş, the Chairman of the Radio and Television Supreme Council (RTÜK), stated that they would never allow any erosion of values on screens concerning the concept of family and reported that an investigation had been initiated regarding Bosch's advertisement prepared for Mother's Day.
Emphasizing that motherhood is not a metaphor, advertising language, or a communication construct, but the strongest bond that raises, protects, and prepares a generation for the future, Daniş noted: "Article 41 of our Constitution defines the basic elements of the family structure: mother, father, and child. Any positioning outside the founding elements of the family is a narrative contrary to the normal course of life. This approach neither accurately represents love for animals nor gives due value to the concept of motherhood. We defend love for all living beings while also opposing the devaluation of a noble value like motherhood. Because motherhood is not defined by advertising; it finds meaning in life."
"The vision set forth by our President with the declaration of the 'Population and Family Decade' reminds us once again that motherhood is not an individual but a social trust. As RTÜK, we solemnly remind that we will never allow any erosion of values on screens concerning the concept of family and respectfully announce to the public that an investigation has been initiated by our Supreme Council regarding the relevant advertisement."