The United Nations has formally distanced itself from a commercial website, internationalwomensday.com, which has been selling merchandise and annual themes adopted by several prominent British organisations.
A Website of Uncertain Origin
For over two decades, the website internationalwomensday.com has operated, presenting itself as a central hub for the global event. Owned by London-based marketing firm Aurora Ventures (Europe) Ltd, now known as IWD Support Ltd, the site sells event packs for £184 each, containing purple tablecloths, 'gratitude cards', and wristbands for the 2026 observance. It also promotes a £160 'inner goddess' lunch and creates annual themes like 'Give to Gain' for 2026 and 'Accelerate Action' for 2025.
Over time, language identifying the site as a commercial venture has been largely removed. Its homepage states, "IWD is not country, group or organization specific," creating an ambiguity that has led several major institutions to mistakenly believe it was connected to the UN's official efforts.
UK Brands and Institutions Adopt Unofficial Themes
Sainsbury's, Barclays, the University of Warwick, and University College London's School of Management have all drawn on themes or information provided by the commercial website in their International Women's Day campaigns. In 2025, the BBC and the Evening Standard cited the site's colour symbolism and 'Accelerate Action' theme as if they were official.
When contacted by the Guardian, a spokesperson for UN Women, the UN entity leading the global observance, was unequivocal. "UN Women and the United Nations are not affiliated with the website referenced," they stated, confirming that the themes and colours promoted on internationalwomensday.com have no connection to the UN's officially selected ones.
In response, the University of Warwick removed a blog post referencing the 'Accelerate Action' theme, calling the use "unfortunate." UCL's school of management also took down a similar post. A Sainsbury's spokesperson said the supermarket had no relationship with Aurora Ventures.
Corporate Partnerships and Financials
The commercial website lists high-profile corporate partnerships with entities including the London Eye, insurance firm MetLife, British Petroleum, and accounting giant Ernst & Young, which was a campaign sponsor in 2017. These companies did not respond to Guardian queries about the partnerships.
Aurora Ventures, the site's owner, describes the website in its terms as a "not-for-profit philanthropic service." The company, majority-owned by Australian marketing executive Glenda Slingsby, had assets of around £940,000 in 2024 and reported director's expenses of £30,731. Its accounts show no charitable contributions over the past decade.
A spokesperson for IWD Support defended the site, stating it was launched in 2001 to promote women's equality when awareness of the day was low and that it is "one of many groups" that mark the day. They emphasised that "IWD is not owned by one body."
This situation highlights the complex, decentralised nature of International Women's Day and the risks of institutions inadvertently lending credibility to commercial operations that mirror official global movements.
