TV advert for abortion to be broadcast within days

Published on Wednesday 19 May 2010 23:34

THE first UK television commercial for abortion services will be screened next week, it has been announced.

The ad for unplanned pregnancy and abortion advice at Marie Stopes clinics will "confront the taboo" and raise awareness of sexual health, the clinic company said.

The campaign will appear for the first time at 10:10pm on Monday on Channel 4 and run until the end of June.

It follows a study that found only 42 per cent of adults knew where to go for specialist advice about an unplanned pregnancy other than their GP.

The survey also found that 76 per cent of adults believed commercials for services offering advice on unplanned pregnancy should be allowed on television at appropriate times.

The ad asks "Are you late?" in reference to a woman who has missed her period, and directs those facing an unplanned pregnancy to Marie Stopes International's 24-hour helpline.

In 2008, more than 200,000 abortions were performed on women in the UK. Around 90 per cent were funded by the NHS.

Dana Hovig, chief executive of Marie Stopes International, said: "Last year alone, we received 350,000 calls to our 24-hour helpline.

"Clearly, there are hundreds of thousands of women who want and need sexual health information and advice and access to services."

She said she hoped the campaign "would encourage people to talk about their choices, including abortion, more openly and honestly, and empower women to reach confident, informed decisions about their sexual health".

The Advertising Standards Authority said non-commercial providers of post-conception advice services had long been permitted to advertise on UK television.

A spokesman said: "Any ad that airs has to comply with all the relevant rules in the advertising code, which aims to ensure that ads are not misleading and socially responsible.

"Ads must adhere to rules that are designed to protect children and vulnerable groups and prevent serious or widespread offence. TV ads are checked against the rules before they are broadcast."

Michaela Aston, a spokeswoman for the anti-abortion group, Life, said: "I can only express utter disbelief that this is being allowed, given the opposition to abortion advertising expressed during the recent public consultation.

"To allow abortion providers to advertise on TV, as though they were no different from car companies or detergent manufacturers, is grotesque."

Anthony Ozimic, spokesman for the Society for the Protection of Unborn Children, said the society was taking legal advice over the ad.

"Although Marie Stopes claims to be a charity helping women, its huge multinational revenue means it can afford TV advertising, which is hugely expensive," he said. "This creates an unfair playing field, as pro-life groups simply cannot afford any such advertising."