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British abortion businesses will be allowed to advertise on television and radio for the first time. The decision by the advertising regulators has attracted criticism from pro-life campaigners, who said it risked trivialising abortions by putting them on the same footing as consumer choices such as different brands of car or detergent.
 
Until now, only not-for-profit organisations have been permitted to use television and radio to advertise their services. Under the new rules, announced by the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP), commercial enterprises will be allowed to do the same. The two bodies, responsible for Britain’s advertising codes, said it had become impossible to justify not allowing companies to advertise because the services they offer are legal.
 
However, campaigners warned that it could lead to a flood of advertising campaigns which would diminish people’s appreciation of the seriousness of abortion and make them even more common.
 
“This is an extremely disappointing decision,” said Mark Bhagwandin, of the pro-life charity Life. “The abortion industry has a lot of money behind it and these companies will have the means to run prime time television and radio advertising campaigns. This will trivialise and commercialise the decision to terminate a baby, putting it on the same footing as choosing other products advertised on television. I have no doubt that we will see a rise in abortions as a result of this.”
 
There are more than 35 private hospitals in England which currently commit abortions. As yet, it is unclear how many firms are likely to take advantage of the new advertising rules. Under the previous rules, only one advert concerning abortions has ever been aired on UK screens. It promoted Marie Stopes International, and was permitted because MSI is technically a charity. The advert, in 2010, attracted more than 4,500 complaints.
 
The Independent Healthcare Advisory Services, which represents private health care organisations, has previously said that clinics offering abortions would welcome the change, though not all would choose to advertise, given the risk of negative publicity.
 
Conservative MP Nadine Dorries, who is campaigning to change the law so that women must be referred for independent counselling before an abortion, said the decision will “desensitise what abortion is and the seriousness of it.” She warned that vulnerable women in emotional turmoil would be badly damaged as a result. “Broadcasters will be making profit through advertising revenue off the back of a service which ends life. It’s appalling.”
The Daily Telegraph. January 21.