(Yicai Global) Oct. 25 -- IKEA's latest commercial that major television channels have broadcast contains a slogan that has aroused controversy.

IKEA has apologized and has removed the controversial ad.

Many netizens posted that Ikea's latest TV advertisement is disappointing because a line in it goes, "If you don't bring home a boyfriend, don't call me mom." Many netizens think it highly inappropriate that the ad did not express the message 'to celebrate every day at ease' and that it reflected inappropriate values.

IKEA is aware from consumer feedback of audiences' reactions to the advertisement, it said yesterday. It thanked everyone for their focus on the ad and expressed sincere apologies for the wrong impression it may have conveyed.

The ad's purpose is to encourage people to celebrate each day at ease and to show how to impart a carnival atmosphere to an ordinary living room. The advertisement sought to provide more useful home solutions by understanding Chinese consumers' needs in home life, Beijing Youth Daily learned from the public relations director of IKEA China.

The commercial is an original version tailored to China, not the reproduction of a foreign version.