Apoteket's mass mailing is criticized: "Directly inappropriate"

Via text message, the message went out to the state-owned Apoteket's customer club members on Thursday morning.

Those who shop for a certain amount in the coming days get a discount - but only if you shop in the physical store.

The discount does not apply to the company's web shop on the website.

- We had a discussion about it, of course, says Magnus Frisk, who is press officer at Apoteket.

When we had Black Week, we canceled the activities that would have been in store and only had online.

But we still have a customer club and want to give our loyal members a good offer before Christmas.

The message was sent despite the currently large spread of covid-19 in the country and in Skåne.

In Helsingborg, the situation is extra serious.

More than 400 covid patients are cared for at the Scanian hospitals.

Apoteket's announcement meets with criticism from Gilbert Tribo (L), chairman of the Health and Medical Care Board in Region Skåne:

- It is a very strange action, directly inappropriate, he says to SVT.

I can understand if an individual trader feels pressured to avoid bankruptcy, but the state pharmacy does not risk it.

It transcends my mind.

Can form queuing systems

Exactly how many text messages have been sent out is unclear, but the offer applies to all 400 stores in the country.

Apoteket's press officer Magnus Frisk clarifies that they have also sent out emails with more information about what infection control measures the stores have taken.

It also states that distance is important and that customers with symptoms are asked to stay at home.

The campaign was supposed to last for two days - but was extended to four days to reduce congestion.

- Just like other stores, we have many security measures, security markings and a lot of information.

We also have a model that stores can use.

If it gets too crowded, it is possible to form a queue outside.

We will be very careful that it does not get too crowded.

The pharmacy is wholly owned by the state.

Minister of Trade and Industry Ibrahim Baylan (S) refuses to comment on the announcement through his press secretary and instead refers directly to Apoteket.