A decision by Britain’s advertising ‘watchdogs’ to allow television advertisements for abortion has been condemned by Precious Life.

This decision by the Broadcast Committee of Advertising Practice (BCAP) and the Committee of Advertising Practice (CAP, for non-broadcast advertising) will only lead to more unborn babies being killed and more women suffering the harmful after-effects of abortion.

It seems that Britain has lost its moral outrage when the killing of unborn children will now be even more trivialised with ads for abortion popping up on our TV screens between game shows and the ‘soaps’.

These advertisements will mislead viewers by portraying abortion providers as organisations offering help to pregnant women. What they will not show is the horrific reality of what they offer – the killing of their unborn children - nor will they show the physical and emotional harm suffered by women after abortion. They will not tell a women that her baby’s heart has been beating from 21 days, or that the baby’s brain waves can be detected at 40 days. These abortion providers are not interested in helping women in crisis pregnancies. They are only interested in selling abortion.

We are appalled that the so-called advertising 'watchdog' refuse to see the truth behind this blatant deception.

The abortion providers claim to be a ‘non-profit’ organisations, but the fact that they are spending thousands of pounds on TV advertising proves they only want to make even more money by drumming up demand for abortion.

Their ads will add to the pressure on vulnerable women to opt for a 'quick fix solution' to a difficult pregnancy.

Women with difficult pregnancies deserve better that abortion. They need help and support rather than be exploited by organisations that will offer to kill their unborn babies for money.

These abortion providers already make around £60million a year from abortions. And most people don’t realise that it’s taxpayers who are footing the bill

In 2010 – 96% of abortion were funded by the National Health Service – with 51% carried out by independent abortion providers like Marie Stopes International and British Pregnancy Advisory Service.

We urge people to contact the Advertising Standards Authority (ASA) to complain when these advertisements are aired.

Under the 1990 Broadcasting Act, advertising can not be offensive or harmful. But abortion is offensive to the countless women physically and emotionally damaged by abortion, and lethally harmful to the hundreds of unborn children aborted every day. It must also be noted that abortion is still a criminal offence in English law (the 1967 Abortion Act only protects doctors from prosecution). Advertising of a criminal offence should not permitted.

We would also urge people to contact the TV companies to tell them that, if the ads are shown on their channels, they will 'switch off'. If the truth about the dangers of abortion to women and unborn children doesn't persuade the TV companies, maybe a drop in their viewing figures will.

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