An electronics retailer is offering its female customers in Sweden a full refund if they fall pregnant within a month of purchasing an item at one of its branches, sparking outcry from feminists.
Critics have reacted furiously to the advert pedaling the peculiar offer, which features a positive pregnancy test next to the tongue-in cheek-slogan - 'A deal that might make you throw up'.
Power, the Norwegian electronics supplier, has been accused of profiting off the commodification of women, with critics drawing comparisons between the advert and Margaret Atwood's patriarchal dystopia 'The Handmaid’s Tale', which imagines women as child-rearing slaves.
The company has implemented the 'baby bonus' measure to help fix Sweden's declining birth rate, which stands at 1.4 births per woman. The rate is higher than neighbouring Finland, but it's on the downward turn, having decreased by 1.7 percent during the first half of 2025 compared to 2024.
But critics of the campaign have reported it to Sweden's national advertising ombudsman, complaining of misogyny as a marketing tactic.
