ASA investigates complaints about morning-after pill ads

Levonelle morning-after pill has caused outrage with its press campaign, triggering complaints that the ad, which uses the strapline “Immaculate contraception? If only”, offends religious sensibilities. The campaign has triggered 105 complaints, which are being investigated by the Advertising Standards Authority (ASA).

The complainants also claim the ad, created by J Walter Thompson, is “irresponsible” because it encourages casual sex.

This is not the first time that Levonelle’s advertising has caused uproar. Levonelle angered the Church of England and anti-abortion groups two years ago when it became the first emergency contraceptive pill to be advertised in the UK (MW January 24, 2002).

The ASA has ruled that the Royal Mail should change its “confirm delivery” claim in a direct marketing campaign for its international postal service, Airsure, following a complaint. The advertising watchdog has asked Royal Mail to seek help from the CAP Copy Advice team and avoid any implication in its future advertising that electronic confirmation, especially with items sent to the US, is guaranteed.

In another instance, the Broadcast Committee of Advertising Practice (BCAP) has issued guidelines for teleshopping service providers to help minimise misleading price comparisons or indications in teleshopping advertising.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here