A Mother’s Day-themed TV commercial by the German appliance brand Bosch was taken off the air after an outcry from the government, conservative circles and pro-government media outlets over family values.
The commercial, titled 'A Complete Mother’s Story,' portrays a conversation between two women about their children, only to reveal at the end of the film that one of the women is referring to her pet dog.
The ad faced immediate backlash from conservative media outlets such as Yeni Şafak, Sabah, and Kanal 7. Critics argued that a woman cannot be a mother to a dog and that the concept of 'pet motherhood' insults the sacred value of human motherhood. Following the uproar, Bosch pulled the advertisement from the air.
LEGAL AND REGULATORY ACTION
The Radio and Television Supreme Council (RTÜK) announced an investigation into the ad, while the Family Minister Özdemir Göktaş condemned the commercial on social media, stating that motherhood is not a concept to be 'devalued' by advertising language.
“Motherhood is not a constructed narrative; it is the carrier of a generation and a future,” Göktaş said. “Treating this value with the sensitivity it deserves is not a choice, but a responsibility.”
RTÜK President Mehmet Daniş echoed these sentiments, promising to prevent 'value erosion' on television. “It is unacceptable to stretch, symbolize, and trivialize a value like the mother-child bond for commercial concerns,” Daniş stated.
ERDOĞAN CALLS ON COUPLES TO HAVE MORE CHILDREN
The crisis comes as President Recep Tayyip Erdoğan recently signed a circular declaring 2026–2035 as the 'Decade of Family and Population' and announced a conditional and limited support, 250,000 lira, for the newly married couples to have a second child.
The national action plan aims to reverse falling birth rates and “protect the traditional family structure,” according to Erdoğan. He also recalled the harsh criticisms of his remarks when he urged families to have at least three children to reverse the decreasing birthrate.
Conservative media interpreted the timing of the Bosch ad as a direct attack on this government vision.
CLAIMS OF NATIONAL SECURITY AND GLOBAL TIES
Conservative commentators and politicians linked the ad to a broader 'war on the family.' AKP Bursa Deputy Osman Mesten labeled the situation a 'terrorist organization' project aimed at the Turkish family structure. “The issue is not just about stray dogs. They equate a baby’s food with dog food to brainwash our subconscious,” Mesten claimed.
In its reporting, Sabah newspaper targeted the ad agency, Medina Turgul DDB, alleging ties to 'Zionist capital.' The paper argued that the agency’s founder, Jeffi Medina, represents global brands currently being boycotted for their support of Israel.
Sabah also published reports on backlash by social media users, who claimed the ad encourages people not to have children, aiming to reduce the Muslim population.
