TV adverts on abortion to be screened

The first UK television commercial for abortion services will be screened next week. Marie Stopes International say the advert for unplanned pregnancy and abortion advice will "confront the taboo" and raise awareness of sexual health.

It follows a study that found fewer than half (42 per cent) of UK 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.

Marie Stopes International chief executive Dana Hovig 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. We hope the new Are you late? campaign will 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 (ASA) 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."