Caroline Berg Eriksen,26, wife of Norwegian Premier League player Lars-Kristian Eriksen, has created a huge controversy by posting a "selfie" in her underwear.
It isn't the fact that she's only wearing a bra and lace panties but that her stomach is so flat four days after giving birth. Rather than this being greeted as a positive image, she has been criticized for putting too much pressure on other mothers to emulate her.
Commentators on the web have speculated that it simply isn't possible to look like that after such a short time. She posted the pic on Instagram with the caption: "I feel so empty and still not, 4 days after birth." (Still not - what?)
Caroline Berg Eriksen produces the most popular blog in Scandinavia under the title "Fotbalfrau" which translates as "The Footballers Wife"
Writer Suzanne Aabel criticized the move and said she couldn't be sure if Mrs Berg Eriksen even "belonged to the same species". She said: "In my eyes, this picture is wildly provocative."
Whether or not it was Caroline's intention, the amount of traffic to her website has doubled since the scandal, and now stands at two million visitors.
Mrs Berg Eriksen lives in a rural Norwegian town with her husband and daughter. She told Good Morning America:
"I think that all women should be proud of themselves, regardless of how they look after labor. During the pregnancy people kept telling me that my body would never would be the same. I wanted to tell everybody that that is not entirely true. Right after birth, like three minutes after, I felt like myself again."Caroline also said on Facebook, "I let out the picture because I'm proud of myself and my body for something as tough as a pregnancy / birth, and I think all mothers, regardless of the body shall be.
Gro Nylander, head of the women's clinic at the Norwegian National Hospital, said: "I don't think we should bully The Footballer's Wife. Life is unfair, some people have flat stomachs while others have pouts."
The doctor added that new mothers must understand that every woman's body responds differently to pregnancy, "The most important thing is to be kind to your body. It's a positive thing to have a few extra kilos on your body after birth,"
Caroline Berg Eriksen studied journalism at the Norwegian School of Creative Studies before becoming a fitness and health blogger. She writes extensively about her six-day-a-week workout program and promotes the LCHF (low carb-high fat) diet concept.
It seems that the violent reaction from some quarters to Caroline's pic divides between those who are jealous, and those who simply don't believe it!