A Swedish electronics retailer is facing criticism and formal complaints after launching a promotional offer that promises female customers a full refund in store credit if they become pregnant within 30 days of making a purchase.
Power, a Norwegian-owned chain with 29 outlets in Sweden, described the scheme as a "baby bonus" aimed at addressing a falling birth rate. The campaign's imagery and slogans — including a photograph of a positive pregnancy test alongside the line "A deal that might make you throw up" and other promotional wording described by the company as a "deal worth pulling your pants down for" — have prompted accusations that the offer commodifies women and trivialises pregnancy.
Under the terms published by the retailer, the offer is available to women over 20 who can provide a medical certificate showing conception occurred within 30 days of the purchase and that their expected due date falls between 260 and 303 days after the transaction. Power said any refund would be issued as in‑store credit and would apply regardless of whether the purchase was a small appliance or larger household goods.
Feminist groups and individual critics have reported the promotion to Sweden's national advertising ombudsman, arguing that it is sexist and exploits women's bodies as a marketing tool. Some commentators drew comparisons to Margaret Atwood's dystopian novel The Handmaid's Tale. The Swedish advertising watchdog has previously ruled that a Power promotion "lacked social and professional responsibility," critics noted, and the company has faced controversy before — last year it withdrew an advertisement that offered a 50 per cent discount to customers who agreed to have the retailer's logo tattooed on their bodies.
Eddie Hernandez, head of marketing at Power, defended the campaign in a LinkedIn post, saying the company sought to "create a campaign that both stands out in our industry and contributes to a social discussion that affects many." He framed the offer as a response to "advertising fatigue" and said the initiative was intended to draw attention to Sweden's "historically low birth rate." In comments reported by The Times, Hernandez said the campaign was not intended to objectify women and argued that electronics could be "an enabler" for people considering parenthood, adding that devices are often blamed for getting in the way of intimacy.
Sweden's total fertility rate has been a topic of public debate. Power cited a rate of about 1.4 births per woman; national statistics show 49,700 children were born in the first six months of the year, the lowest half‑year total in 23 years. The company said the promotion was designed in that demographic context. By comparison, commentators pointed to other recent declines in fertility in Europe: England and Wales recorded a rate of 1.44 children per woman in 2023, and several countries in Africa continue to report the highest global fertility rates.
Advertising experts and gender‑rights advocates said the promotion raised ethical questions about linking commercial incentives to reproductive outcomes. Legal and medical professionals noted practical challenges in verifying the timing of conception and the privacy implications of requiring medical certificates from customers.
The complaint to the advertising ombudsman will determine whether the campaign breaches Sweden's advertising standards. Power did not immediately provide further details of how it will administer refunds or how it will handle appeals or disputes over medical evidence.
The promotion marks the latest instance of a retailer using provocative marketing to attract attention in a crowded market. Whether the campaign translates into increased sales or further regulatory scrutiny will depend on the ombudsman's findings and public reaction in the coming weeks.