The first morning-after pill advert is due to be aired in the UK despite a row over advertising condoms and sexual health services on the television.
The advert for Levonelle One Step, which will be shown on a range of channels, including ITV, Channel 4 and Sky after the 9pm watershed, will show a woman waking up next to her partner and then taking a trip to a pharmacy to ask for the drug.
Pharmaceutical company Bayer Schering Pharma, which makes the pill, is using the advert to advise women that the drug is effective for up to 72 hours after contraception has failed.
However, the sooner it is taken the more effective it is.
A spokeswoman from the firm said: “If regular contraception fails, women need to know that emergency contraceptive options are available and where advice can be sought.”
Family planning groups have welcomed the decision to allow adverts to increase awareness of the availability of emergency contraception.
Julie Bentley, chief executive of the FPA (formerly the Family Planning Association), said: “Ensuring women know where emergency contraception is available to them is important, and that they know it is available free from contraceptive clinics and GPs as well as at a cost from pharmacies.”
Copyright © Press Association 2009
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