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IKEA's New Advert Acts As A Pregnancy Test And WHA?!

We're all for creative advertising... We're all for cheeky discounts... But this is next level. 

Ikea's latest catalogue is legitimately asking for pregnant women to pee on a strip on their advert for a cot. 

Turns out if you are with child, you can score a brilliant discount towards to price of the merchandise.

We wouldn't want to be the cashier having to handle these after the act has been done... 

The 'technology' isn't available in Australia as yet - it currently features in Sweden's Amelia Magazine. 

"The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a colour change," the creators explained.

"For scaling up of this technique and adopting it to the physical format of a printed ad, Mercene Labs has used their experience in development of surface active materials for microfluidics and medical diagnostics."

The future of advertising and targeted discounting? Or unhygienic waste?  

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