Watchdog clears abortion help TV ads

Marie Stopes drew 1,054 complaints from the public, GPs, counsellors and MPs objecting that its "Are you late?" campaign was misleading, offensive and harmful.

The Society for the Protection of Unborn Children (Spuc) also arranged for another 3,296 postcards to be sent to the Advertising Standards Authority.

The ad for advice about an unplanned pregnancy ran for four weeks in May and June.

It asked "Are you late?", in reference to a woman who has missed her period, and directed those facing an unplanned pregnancy to Marie Stopes International's 24-hour helpline.

Viewers complained that it was offensive because it promoted abortion, offended their religious beliefs, did not take into account the views of fathers, would encourage viewers to have an abortion when they had not previously considered one and would result in promiscuity.

Rejecting the complaints, the Advertising Standards Authority said the issue of abortion was controversial and distasteful to some, but the ad was for an advice service for women and did not focus on any one service or mention abortion.