Complaints against Marie Stopes TV ad rejected

Complaints surrounding the Marie Stopes abortion TV ad have been rejected by the Advisory Standards Authority.

Despite 1,054 complaints from the public, GPs and MPs, the advisory watchdog has quashed criticisms against the first televised abortion advertisement in the UK.

The campaign, which was broadcast throughout May and June of this year, was condemned by some as misleading, offensive and harmful for its advice surrounding unplanned pregnancy.

A spokeswoman from the ProLife Alliance said, ‘It is preposterous to assert that the ad was not misleading.’

The television commercial was criticised for promoting abortion, for failing to take in to account the views of fathers and for offending religious beliefs.

According to complaints, the ad did not mention the physical and mental health risks surrounding abortion, or explain that pregnant women who needed advice could contact their GP or seeks help from family members.

The ad drew the seventh highest number of complaints to the Advisory Standards Authority of all time.

But, the ASA defended the advertisement saying it did not mention or advocate abortion in any way.

Marie Stopes claims the campaign did not mention abortion or promote the procedure, but aimed to draw attention to its advice line for women who might be concerned about missed periods or unplanned pregnancy.

The ASA added, ‘We were satisfied that any callers to the advice line would be advised about health implications of any intervention or procedure which might be appropriate for her, in consultation with a qualified and regulated healthcare professional.’

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