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Il Giornale, the newspaper owned by ruling prime minister Silvio Berlusconi, who has promoted himself as a defender of family values despite his involvement in a series of sex scandals has condemned the advert.For me, the most obvious and galling fallacy is that the billboards constitute an attack, and that the people viewing them are victims. Il Giornale calls them "provocative", a "shock campaign," and... oh, this is wonderful... "Swedish Imperialism"!
It labelled it as 'provocative' and added: ’What's behind all this? It's not awareness of gay rights for gay couples. It's just a brazen marketing strategy.’
The paper went on to say that it was 'not an isolated incident' but a clear attempt at 'Swedish Imperialism' that tried to make everyone equal by having the same 'cheap furniture.'
Il Giornale added:’One has to ask what is the point of such a campaign by IKEA in Catania - it's obvious that they are just trying to get themselves talked about.’
Berlusconi and his ruling People of Freedom Party have long championed family values and aligned themselves with the all-powerful Catholic Church which condemns homosexuality and same-sex relationships.
Il Giornale's website was inundated with outraged comments protesting at what they called a 'shock campaign' but gay rights campaigners in Italy welcomed the advert.