Retailer Simons has shocked Canada by releasing a commercial dubbed "All Is Beauty" supporting assisted suicide. The clip features a woman named Jennyfer Hatch who opted to end her life in October - reports suggest she suffered from Ehlers Danlos syndrome.
Many users called the ad "dystopian", with some warning that Canadian authorities would force it onto people who are too poor to pay their medical bills.
The controversy regarding euthanasia regulations escalated in 2021 when Canada adopted bill c-7, making several crucial changes to the procedure's requirements: the new law erased a safeguard that stipulated that people seeking assisted suicide need have a terminal illness, making their death reasonably foreseeable.
Starting next year, Canada will allow individuals suffering from mental illness to ask for euthanasia too.