Dear Sir/Madam,
I write to ask you to withdraw the Marie Stopes TV advertisement which first aired on 24 May 2010 and is due to run until the end of June.
I think that allowing abortion to be advertised on TV trivialises the procedure. Whatever one’s opinion of abortion, it is a serious and life-changing decision. We should, therefore, resist any measure which trivialises abortion, or presents it as a mere consumer choice like buying washing powder. Allowing Marie Stopes, for whom abortions are part of their core business, to advertise on television alongside shampoo manufacturers and travel agents, is likely to have this effect.
Moreover, I have concerns about specific infringements of the ASA Code of Practice, specifically:
6.6 Harmful or negative stereotypes
"Advertisements must not prejudice respect for human dignity or humiliate, stigmatise or undermine the standing of identifiable groups of people."
Allowing abortion providers to advertise on TV undermines the dignity of the unborn, particularly disabled unborn children who are vulnerable to eugenic abortion up to birth.
8.1.3 Medical or health advice given remotely
"(b) Services that offer to prescribe or treat remotely may not be advertised."
It is likely thatmany of the people who contact Marie Stopes will be offered prescriptions and treatments remotely.
Appendix 4, Consumers:
"If an advertisement is likely to affect the economic behavior only of a clearly identifiable group of people who are particularly vulnerable to its contents,in a way that the advertiser could reasonably be expected to foresee, becauseof mental or physical infirmity, age or credulity, then the advertisement will be considered from the point of view of the average member of the affected group.”
This advertising is targeted at those facing crisis pregnancy who are in a vulnerable position.The advert does not give them full information to help them consider their situation.
Misleading advertising
"Advertisements are misleading if they are likely to deceive consumers and are likely to cause consumers to take transactional decisions that they would not otherwise have taken. . . . Advertisements can deceive consumers by ambiguity, through presentation or by omitting important information that consumers need to make an informed transactional decision, as well as by including false information."
These adverts are misleading, since many people are unaware of what kind of organisation MarieStopes is and the services they provide. Many women calling Marie Stopes as a result of this advert will not know that they are abortion providers and thatthey will not present a range of other options in response to their crisis pregnancy. Marie Stopes do not, for example provide free, unlimited counselling.
8.2.15 Medicines and children
"No advertisement or a medicinal product or treatment may be directed at peopleunder the age of 16."
There is no guarantee that under-16's will not see this advert particularly given its timeslot.
Marie Stopes is hoping from its advert to encourage people to talk more openly and honestly about abortion and to "improve public understanding" around the issue. This can only be provided by an neutral organisation and not one who stands to benefit from up to £1720 per abortion and £80 per counselling session?
I would ask you to withdraw this misleading advert immediately or, failing this, ensure that it carries a clear warning about the possible risks to women’s health, as outlined by the Royal College of Psychiatrists and others.
Yours faithfully,