Steinunn Erla Thorlacius, the director of Intuens, clarified the organization's intentions behind their collaboration with Kraft, a support group for young people diagnosed with cancer and their relatives. The partnership aimed to provide options for individuals who actively sought such services, rather than to play on the fears or worries of those affected by cancer. The company's efforts have faced significant backlash for specifically marketing their services to relatives of cancer patients, which raised ethical concerns regarding their approach.

The criticism intensified over the weekend when the support organization Kraft offered relatives of cancer patients health screenings by Intuens at a discounted rate. An incident shared on Facebook by Sóley Tómasdóttir highlighted the controversial nature of these offers, labeling them as one of the most audacious marketing moves she had witnessed. The post revealed a deep concern from the public about the implications of Intuens's strategies, which allegedly undermine the judgments of health professionals and prey on vulnerable populations.

This incident raises important questions about the ethics of marketing healthcare services. It sheds light on the potential vulnerability of relatives who may be seeking support while navigating the emotional challenges posed by cancer diagnoses. The discourse initiated by this event may prompt a reassessment of marketing practices within the healthcare sector, especially regarding how services are presented to individuals in distressing circumstances.