08.05.2026 19:38
Bosch Turkey's Mother's Day advertisement was removed from broadcast following intense reactions after debates about the concept of motherhood. Criticisms arose over presenting pets as "children," while Family Minister Göktaş strongly reacted. RTÜK also launched an investigation into the advertisement; no statement has been made by the company yet.
The advertisement prepared by Bosch Turkey for Mother's Day, which sparked debate on social media, was taken down following the backlash.
“A TYPICAL MOTHER STORY” DRAWS REACTION
In the advertisement published under the title “A typical mother story”, the theme of motherhood was explored through a dialogue between two women inside a store. As the dialogue progressed, it gave the impression that children were being discussed, but in the end, it was revealed that the so-called “children” were pets, which led to criticism on social media. Phrases such as “you must be a mother”, “I have two as well”, and “kids, you know” were at the center of the backlash.
STRONG REACTION FROM MINISTER GÖKTAŞ
Minister of Family and Social Services Mahinur Özdemir Göktaş, in her statement regarding the advertisement, emphasized that the concept of motherhood cannot be devalued. Göktaş said, “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 them, protects them, and prepares them for the future — whether biological or foster — is a real mother. This bond is not only individual but also the foundation of social continuity.
Every form of love is of course valuable. However, we do not accept the stretching and trivialization 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,” she said.
RTÜK LAUNCHES INVESTIGATION
Mehmet Daniş, the President of the Radio and Television Supreme Council (RTÜK), announced that an investigation has been launched into the advertisement. Daniş said, “A mother's love is the deepest, most foundational, and most indispensable bond in human life. Love for all living beings in the universe is of course valuable. Compassion for animals is an important part of our culture and our faith. We have no objection to that.
However, it is unacceptable to stretch, symbolize, and trivialize a value as deep, foundational, and central to social continuity as the mother-child bond for commercial concerns. Motherhood is not a metaphor, an advertising language, or a communication construct. Motherhood is the strongest bond that raises, protects, and prepares a generation for the future.
##19799908##
“MOTHERHOOD IS NOT DEFINED BY ADVERTISING; IT FINDS MEANING IN LIFE”
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 flow of life. This approach neither accurately represents the love for animals nor gives the concept of motherhood the value it deserves. We both advocate love for all living beings and stand against the devaluation of a sacred 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” once again reminds us that motherhood is not an individual but a social trust. As the Radio and Television Supreme Council, we emphasize that we will not allow any erosion of values on the screens regarding the family concept, and we respectfully announce to the public that an investigation has been initiated by our Supreme Council regarding the relevant advertisement,” he stated.
ADVERTISEMENT TAKEN DOWN
Following the increasing backlash, it was observed that Bosch Turkey removed the said advertisement from broadcast. A comprehensive statement from the company on the matter has not yet been made.