TV abortion ad plan stirs controversy in Britain

May 20, 2010, 13:53 GMT

London - Plans by a leading British abortion clinic to advertise its services for the first time in a television commercial met with a mixed response Thursday.

Marie Stopes clinics said the ad for advice on unplanned pregnancies and abortions would 'confront the taboo' and raise awareness of sexual health.

It would be aired for the first time on Channel 4, a commercial broadcaster, next Monday evening, and run until the end of June.

Marie Stopes International chief executive Dana Hovig said the organization had 350,000 calls to its helpline last year.

'Clearly there are hundreds of thousands of women who want and need sexual health information and advice, as well as access to services,' she said.

The ad asks 'Are you late?' - in reference to a woman who has missed her period, and directs those facing an unplanned pregnancy to the helpline.

Pro-Life groups immediately opposed the plan, with one, the Christian Legal Centre, saying it was considering legal action to stop the screening.

About 200,000 abortions are carried out annually in Britain, where terminations are legal up to 24 weeks into a pregnancy.