- Oct 11, 2006
The UK?s first television advert for the morning-after pill is due to be screened tonight.
It will be shown after the 9pm watershed on ITV, Channel 4 and Sky among others.
Bayer Schering Pharma, which produces Levonelle One Step, is allowed to advertise as it is not a prescription drug.
Dominica Roberts, of the ProLife Alliance, yesterday insisted she was ?outraged?.
She said: ?It will have little impact on the numbers of unplanned pregnancies and abortions.
?Young girls will be particularly susceptible to this campaign and it is foolish to imagine they do not watch TV after the 9pm watershed.?
But a spokesman for sexual healthcare service Marie Stopes International, said: ?Such adverts will educate women about what to do in this situation.?
The move comes weeks after it emerged pregnancy advisory services will be allowed to advertise on TV and radio for the first time and that condom manufacturers will be permitted to show adverts pre-watershed.
Levonelle has been promoted with posters and in magazines. A 2004 poster was withdrawn after Catholics complained over the phrase ? immaculate contraception?.
A spokesman for Bayer said: ?We believe TV advertising plays an important role in informing women about Levonelle One Step and how it can be obtained.?