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In 2012, a New York Times Magazine article sparked privacy concerns by describing big box retailer Target's attempts to use data to find out whether their customers were pregnant. An IKEA ad campaign in January 2018 takes away the need to gather complex data to determine whether customers are pregnant by simply asking women to dab their own urine on the advertisement itself. If the woman is pregnant, the paper shows a coupon for a crib. Swedish ad agency Akestam Holst created the ad, which appears in what IKEA called a limited edition of the women's magazine Amelia and reads, in part, Peeing on this ad may change your life: IKEA - Pee Ad from Ourwork on Vimeo. Why do retailers care when women get pregnant? According to journalist Charles Duhigg, the birth of a child is the most optimal time to recruit customers: Akestam Holst told Adweek: We contacted Akestam Holst seeking further comment. A spokesperson for IKEA's U.S. division confirmed the veracity of the advert, and told us that there are not plans for the advertisement to run in any other markets.
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