Steinunn Erla Thorlacius, the managing director of Intuens, stated that their collaboration with Kraft, a support organization for young cancer patients and their families, was based on goodwill and mutual agreement. Intuens's intent was to provide an option for those who requested such services themselves, rather than to prey on the fears and anxieties felt by families of cancer patients. This clarification comes after substantial criticism directed at Intuens for allegedly exploiting the emotional distress surrounding cancer diagnoses through targeted marketing.

In light of the backlash, the intense scrutiny was further fueled by a recent offer made by Kraft to spouses of cancer patients that included special health screening deals through Intuens. Social media reactions highlighted the discomfort surrounding such proposals, with individuals highlighting the insensitivity of marketing health services to a vulnerable demographic at a time of emotional distress. Sóley Tómasdóttir openly criticized Intuens on Facebook, labeling the promotional offer as one of the most audacious marketing tactics she had witnessed.

The discussion has ignited larger conversations about the ethics of marketing in healthcare, especially relating to vulnerable populations. As organizations like Intuens navigate their promotional strategies, they face the challenge of balancing business objectives with ethical responsibilities toward patients and their families. The criticism raised about Intuens's approach could have implications for how similar organizations tailor their outreach in the future, aiming to create support rather than stir anxiety among those grappling with cancer.