Power's Pregnancy Campaign Criticized for Sensitive Data Handling
Power's pregnancy campaign faces backlash over sensitive data management.
- • Power's campaign incentivized pregnancy with gift cards.
- • Criticism arose over sensitive data handling by BBDO Nordics.
- • Concerns voiced by Sveriges Kvinnoorganisationer regarding privacy.
- • Power revised the campaign to protect participants' data.
Key details
The electronics retailer Power is facing significant backlash following its pregnancy campaign, which incentivized participants with gift cards for becoming pregnant within 30 days. Critics, including the advocacy group Sveriges Kvinnoorganisationer, have raised alarms about the potential mishandling of sensitive health data by the marketing agency BBDO Nordics, charged with overseeing the campaign's data collection process.
Susannah Sjöberg, secretary-general of the organization, labeled the situation as 'absurd,' expressing deep concerns regarding the safety of entrusting sensitive health information to a marketing firm, particularly in light of recent data breaches like the Miljödata incident that affected over a million Swedes. She emphasized that the campaign could jeopardize the health and safety of women, urging Power to retract its initiative.
In response to the mounting criticism, Power has revised the campaign's terms, stating that participants will no longer need to submit sensitive data. Instead, they can simply present a positive pregnancy test in-store. Eddie Hernandez, the company's marketing director, assured that the updated process aligns with data protection laws and emphasizes the safety of participants' information.