13.09.2025 19:43
A Swedish electronics chain's promise to refund women who purchase home appliances if they "become pregnant within 30 days" has sparked significant controversy across the country. The campaign, aimed at drawing attention to declining birth rates, has faced criticism for using women's bodies as a commercial tool.
The Norwegian-based electronics retail giant Power, operating in Sweden, has launched an unusual campaign aimed at female customers.
WHITE GOODS FOR THOSE WHO GET PREGNANT WITHIN 30 DAYS
Women over the age of 20 who make a purchase of white goods from the store will have the opportunity to receive their money back as a gift voucher if they become pregnant within 30 days.
OBJECTIVE: TO DRAW ATTENTION TO FALLING BIRTH RATES
Women who wish to benefit from this campaign must document their pregnancy within 30 days after the date of purchase. Once the pregnancy status is proven with an official medical report, Power refunds the purchase amount to the customer. The company aims to draw attention to the declining birth rates in Sweden with this incentive and describes the campaign as a "baby bonus."
SPARKED GREAT CONTROVERSY
However, the campaign has led to significant controversy in the country. The use of positive pregnancy test images in advertisements and the presentation of getting pregnant as a shopping condition have received criticism from many. The numerous complaints made to the Swedish Advertising Ombudsman have raised ethical questions about the campaign's use of women's bodies as a commercial tool.
HARMS GENDER SENSITIVITIES
Experts and critics state that such a marketing strategy turns women's pregnancy process into a bargaining chip and harms gender sensitivities. They warn that campaigns conducted through women's bodies could have negative social effects in the long run.