An electronics retailer in Sweden has stirred controversy by offering its female customers a full refund via in-store credit if they become pregnant within a month of purchasing an item from any of their branches. This offer has drawn criticism from several women's organizations, who have lodged complaints.
Women critics have sharply reacted to the strange advertisement promoting this offer, which provocatively includes a slogan paired with a pregnancy test. This slogan has also sparked objections among women.
You Must Prove Pregnancy Within 30 Days
The retailer is offering this refund on purchases to women who, within 30 days of buying an item from any of its 29 Swedish stores, can prove their pregnancy. Eligible women, over 20 years old, must provide a medical certificate showing they conceived within 30 days of buying an electrical appliance. They also need to demonstrate their expected delivery date falls between 260 and 303 days following the purchase.
Accusations of Treating Women as Commodities
The advertisement and offer by this Norwegian electronics supplier have been accused of commodifying women to drive profits. Women critics have compared the ad to Margaret Atwood's dystopian 'The Handmaid's Tale,' where women are portrayed as helpers primarily for child-rearing.
Company Justifies Offer by Falling Birth Rate
In defense, the company claims its 'baby bonus' initiative intends to improve Sweden's declining birth rate, currently 1.4 per woman. Although higher than neighboring Finland's rate, it's on a downturn, dropping by 1.7% in the first half of 2025 compared to 2024.
Critics of this advertising campaign have reported the issue to Sweden’s national advertising ombudsman, arguing that this marketing strategy is derogatory toward women.
Company Is No Stranger to Controversial Promotions
This isn't the first time the electronics store has been embroiled in promotional controversies. Last year, the retailer had to withdraw an advertisement offering a 50% discount to customers willing to tattoo the company's logo on themselves.
