It adds: "Pee on the marked area and wait a moment. If you are expecting, you will get a surprise right here."

If a pregnant woman's urine is detected on the patch of the page where women are encouraged to wee, a discount appears beneath the price of a Sundvik cot. The marketing manager, explained that the idea behind the ad was "to show life as it is for as many of us as we can".

No word what happens if a man pees on it....maybe the price goes up.