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Bosch Türkiye has withdrawn a Mother's Day advertisement following a wave of public criticism over its portrayal of pet ownership alongside motherhood, with the country's Ministry of Family and Social Services announcing it will take the matter to court.
The commercial depicted two women in a Bosch store appearing to discuss their children in what seemed like a conventional maternal exchange. Phrases such as "You're a mother, I take it," "I have two myself," and "Kids, what can you do..." led viewers to assume the conversation centered on child-rearing, until the ad's closing reveal showed the "children" in question were pet dogs.
The twist ending drew swift and sustained criticism across social media platforms in Türkiye. Many users drew a distinction between affection for animals, which they described as valuable in its own right, and the equation of pet ownership with motherhood and child-rearing, arguing the latter undermined the significance of both concepts. Critics contended that framing the two as interchangeable diminished the cultural and familial weight traditionally associated with motherhood.
Family and Social Services Minister Mahinur Özdemir Goktas responded publicly through her official social media account, saying motherhood is "not a concept to be reduced to advertising language and stripped of its value." In her statement, the minister said that every woman who raises, protects and prepares a child for the future, whether biological or foster, is a true mother, and that this bond forms the foundation of social continuity.
She added that while "every form of love is precious," her ministry would not accept the stretching and trivialization of a value as deep and foundational as motherhood for the sake of communication strategies. The ministry subsequently announced it would pursue legal action over the advertisement.
In the face of mounting criticism, Bosch Türkiye removed the ad from circulation. The company had not issued a public statement addressing the controversy at the time of reporting.
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