Christian Concern For Our Nation has spoken out against the UK’s first TV advert for the morning after pill.

The advert for Levonelle One Step was aired for the first time last Thursday night after the 9pm watershed on ITV, Channel 4 and Sky. The advert shows a woman waking up next to her partner and going to buy the contraception, which can terminate pregnancy in the first 72 hours after intercourse.

Manufacturers Bayer Schering Pharma were allowed to run the advert after the recent lifting of bans on TV and radio advertising for pregnancy advisory services and condoms pre-watershed.

“We believe TV advertising plays an important role in informing women about Levonelle One Step and how it can be obtained,” said a company spokesman.

CCFON said it was concerned the advert signalled “the further liberation towards abortificients”.

“It is clear that increased availability of the morning-after pill is a move towards abortion on demand,” said a spokesperson for the charity.

“It has also clear that such attitudes will not increase responsibility but rather will encourage promiscuity and irresponsible sexual behaviour, with a consequent risk of spreading sexually transmitted diseases.”

The adverts have also been criticised by the ProLife Alliance.

The group’s leader, Dominica Roberts, said the advert would have “little impact” on the numbers of unplanned pregnancies and abortions.

“It is advertised inaccurately as emergency contraception, when in fact its major function is to cause the abortion of an embryo that has already been conceived, not as suggested by the name to prevent conception,” she said.

“Young girls will be particularly susceptible to this campaign and it is foolish to imagine they do not watch TV after the 9pm watershed.”