Club Wowo Oy, a taxi service specifically designed for women, has generated controversy, resulting in nine formal complaints being filed to the Finnish equality authority. According to the complaints, all were submitted by men questioning the legality of a service that exclusively serves female customers. The complainants are requesting clarification on whether Club Wowo's actions violate equality law and ponder if a similar service could be established for men or other specific groups, such as white people or homosexuals.

In the complaints, concerns are raised over whether the establishment of such services creates an unequal playing field regarding access to service based on demographic factors. A notable inquiry presented is whether particular religions, ethnicities, or sexual minorities have the right to create exclusive services for their groups when others may not have the same privilege. This query highlights the ongoing societal debate about the balance between catering to specific groups and ensuring equality across the board.

Additionally, it is suggested in some complaints that Club Wowo may be sidestepping legal restrictions through its club membership model. Customers must join the club to book rides, and drivers are also required to be members, which adds another layer of complexity to the discussions surrounding the legality and ethics of its operations. The outcome of these complaints could have significant implications for the future of gender-focused services in Finland and potentially influence how equality laws are interpreted in varying contexts.