On 24 May 2010 an advertisement by an abortion provider appeared on television for the first time in British history. The advert was for Marie Stopes International (MSI), and it encouraged women to call the MSI helpline if they had missed their period and did not know what to do. Incredibly, there was no mention at all of abortion in the advert itself. This is deeply misleading and many women may have called MSI thinking that it was an impartial helpline.

The advert features a number of women alone or looking worried because they may be pregnant. There were no men present at all and the advert gave the impression that pregnancy would mean isolation and difficult choices. There was no mention that MSI are an abortion provider, that they charge £80 for an initial consultation, or that it can cost up to £1750 for an abortion with them. We believe that the advert is both misleading and also that it breached the Broadcast Committee of Advertising Practice (BCAP) guidelines which do not permit advertisements for medical treatments available only on prescription.

Marie Stopes International

Marie Stopes International is named after its founder, who was also one of the founders of the eugenics movement. MSI performs approximately one third of all abortions in England and Wales. It is now the partner of choice for 70 NHS Primary Care Trusts. It has an annual income of approximately £100 million.

Whilst adverts by commercial abortion clinics are prohibited by the advertising codes, BCAP has stated that the meaning of “commercial” does not include not for profit organisations. This means that technically, MSI, a registered charity, has not been banned despite the fact that they charge the public for their private services and the campaign highlights their commercial 24 hour helpline.

The dangers of abortion

It is no surprise that these adverts make no mention of the dangers of abortion. Whilst also terminating the life of an unborn child, having an abortion carries serious consequences for the mother. Studies have shown that abortion may damage a woman’s mental health and can cause a number of problems including major depression. There is a significant increase in premature births amongst women who have had an abortion and the procedure itself carries significant risk as an invasive medical procedure. One out of every three women in England has had an abortion, yet few women have any idea of the profound and often harmful consequences of such a step.

At Christian Concern for Our Nation and the Christian Legal Centre we resisted these advertisements and we will continue to resist them. The notion that the destruction of human life can be advertised freely on television as a service to the public is deeply shocking. Sadly, the Advertising Standards Authority (ASA) has rejected the many complaints over the advert. However, the Alive and Kicking Campaign are considering a Judicial Review of the ASA’s decision and the Christian Legal Centre will support them.

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Andrea Minichiello Williams is a barrister and director of Christian Concern For Our Nation, an organisation that exists to provide Christians with information on contentious legal and political changes in the United Kingdom. www.ccfon.org