The sexual health clinic Marie Stopes International has paid for a slot on Channel 4 on Monday for an advert targeted at women in the middle of an unplanned pregnancy.
The organisation, which carried out 65,000 abortions last year, has circumvented a ban on the commercials because it is a charity and does not make a profit from its services.
But the move has been condemned by viewer watchdogs, religious groups and family campaigners, who claim it is “grossly inappropriate” to “sell abortions” alongside products such as soap powder and cars.
They are now launching a legal battle against the move.
The 30 second ad will be aired at 10.10pm during a new game show called “The Million Pound Drop Live” hosted by Davina McCall.
It will not actually mention the word abortion but instead ask “Are you late?” – a reference to a missed period – and then direct viewers to a helpline.
Full story: Britain’s first abortion television advert in spite of ban – Telegraph