Sex toys are not among the most traditional Christmas gifts. But that doesn’t mean they can’t be an option, at least according to one of the most popular Danish supermarket brands. Netto, in fact, included in its Christmas special offers a whole collection of the so-called sex toys, currently better known as sexual wellness products.

It’s the discount brand that features this news on its website, at the top, where all the flyers with special offers and discounts are displayed, next to flyers advertising Christmas candles. This promotion, they write, is currently available in Netto stores and will remain active until December 22.

Despite Denmark being well-known for its liberal approach to sex and sexuality, often discussed on TV and in other media—a circumstance that often surprises many internationals new to the country—this Netto initiative has raised some eyebrows.

Some people believe this topic should remain in a safe space, mostly for children, who, they suggest, should be introduced to such subjects in a proper way, rather than randomly encountering them in supermarkets.

Several people commented harshly on the initiative on Netto’s social media pages. The majority of people, expressing opposition, underline that it’s not appropriate to showcase sexual wellness products in supermarkets crowded by children, especially during the Christmas period, a time of year when more people visit stores. Some of them have promised they will never buy from Netto again.

Others—a minority, judging by the figures—defend the brand’s initiative, saying that it’s harmless to put the products on the shelves.