SWEDISH company Ikea has produced an advert encouraging pregnant women to urinate on it. 

The ad, which is running in one of Sweden's biggest women's magazines, said: "Peeing on this ad may change your life."

It adds: "This ad is also a pregnancy test.

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

If a pregnant woman's urine is detected on the patch of the page where women are encouraged to urinate, a discount appears beneath the price of a cot reducing it from 995 Swedish Krona (£90) to 495 Swedish Krona (£45).

The marketing innovation was the work of Swedish agency Åkestam Holst and Mercene Labs, who provided the technology. 

The majority on social media have been impressed by the new advert while some felt sorry for the staff accepting the positive pregnancy adverts in stores. 

But at the moment there are no plans to bring the advert over to the UK.