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.