"As I understand it, there are no products of good quality on the market for men," said Apoteket spokesperson Eva Fernvall. "Should there be such products specifically for men, then there is nothing stopping us from selling them."

One of the petitioners said that the chain had a "misguided and untrue view of sexuality whereby a woman with a dildo is seen as liberated, strong and independent, while a man with a blow-up plastic vagina is viewed as disgusting and perverted."

The 2005 amendment to the Equal Opportunities Act set out to equalize the treatment of people based on their gender in public accommodations, salaries and health matters. One case The Times cites is of a lesbian couple who sought damages from the Swedish health authority after they were refused a second course of treatment for the second partner on the basis that a heterosexual couple would not have such an option.

"Apoteket's goods are made available to men and women," JamO has ruled in one instance, "and therefore Apoteket does not break the law regarding sex discrimination."

Photo credit: Aftonbladet