Ann Söderlund’s Instagram post about the grief after a deceased relative turned out to be an advertising collaboration. Now the TV personality is responding to the criticism she has received online following the controversial post.
In a now deleted post on Instagram, Ann Söderlund shared the sad news that her uncle had recently passed away. Söderlund called his cousins’ wounds “completely new and bleeding”. At the same time, she recalled her own father and reflected on her memories of him.
Ann Söderlund: “Perhaps upsets more than it comforts”
But the thoughtful text soon turned into something completely different: the post turned out to be an advertising collaboration with a funeral home.
“Right now we are on a mourning break. Where tears can be cried and gratitude can be brought to life. Ignis’ funeral home is there and helps all the way, so there is time to grieve,” wrote Söderlund.
This gave rise to upset feelings among the television profile’s followers.
“How can you cooperate over your uncle’s death? Absolutely insane,” one person wrote before the post was removed.
In a comment to The evening paper Söderlund complains that it is “so loaded” to talk about death in advertising collaborations:
“Sad that it is so loaded to talk about death in paid collaborations. Perhaps it upsets more than it comforts. I removed the post and am terribly sorry if I hurt anyone,” she writes in a message to the newspaper.