Electronics chain Power faces backlash for its 'Get Pregnant and Get Money Back' campaign, prompting multiple complaints to Swedish authorities. Critics argue the campaign is insensitive and potentially exploitative, especially for women in vulnerable situations. The campaign has been reported to the Consumer Agency, Advertising Ombudsman, and Privacy Protection Authority for its controversial nature.
Controversial 'Get Pregnant and Get Money Back' Campaign by Power Sparks Outrage
Controversial 'Get Pregnant and Get Money Back' Campaign by Power Sparks Outrage
"Get pregnant and get money back." This is how the electronics chain Power is marketing an upcoming campaign. In recent days, about ten people have reported the chain to the Consumer Agency.
"Get pregnant and get money back." This is how the electronics chain Power is promoting a new campaign. Those who become pregnant within 30 days of purchase receive a bonus equivalent to the purchase amount to use in the store.
The campaign, which starts on Monday, has garnered thousands of comments on social media—many of them critical.
About ten people have recently reported Power to the Consumer Agency, according to documents requested by Siren.
"Invasive and reprehensible," writes a woman in her 20s in her complaint. Another points out the risk that "many with financial difficulties will fall for it out of sheer desperation."
Power Reported to Multiple Authorities
36-year-old Justyna Kaletka is one of those who reported Power for the campaign.
"It's an incredible PR trick by them, but I believe it shouldn't be allowed because there is so much wrong with this campaign on so many levels."
She has reported Power to the Consumer Agency, the Advertising Ombudsman, and the Privacy Protection Authority—due to GDPR, explains Justyna, who works in marketing herself.
"As a woman, as a professional in marketing, and also as a mother, I think it's very important to discuss the level of marketing we should see and how women and people from different backgrounds are treated in public discourse."
All complainants in the documents Siren reviewed claim to be women aged 20–35. The campaign has also been reported to the Advertising Ombudsman by the Swedish Women's Organizations, which consider it gender-discriminatory.
Power's marketing manager Eddie Hernandez says, however, that they have not yet received any documents from the Consumer Agency. In a text message to Expressen, he writes:
"We have not received anything from the Consumer Agency and therefore cannot comment on what it might contain. The campaign starts next Monday. However, we have seen that our Instagram post published this week has sparked great engagement. We also see that many have understood the message we want to convey—namely, to give a generous bonus to expectant parents, as an initiative in line with the government's ambition for more children to be born in Sweden."
Risk for Women in Harmful Situations
Justyna Kaletka argues that the campaign is insensitive regarding the decision to become pregnant.
"It's a very big step for every woman and every family. That a company tries to commercialize or profit from it, I find very irresponsible. Moreover, I think it is discriminatory against many women and families struggling with fertility or who cannot have children, as they are automatically excluded from the campaign."
She also highlights the risk for women in destructive relationships.
"In some relationships where women are harmed, there is a high risk that they may be subjected to coercion or sexual abuse just because someone wants a discount," she says.
What do you hope the complaints will lead to?
"I want the Advertising Ombudsman and the Consumer Agency to stop the campaign, for Power to apologize, and for consumers to think about where they shop."