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Can ads cut teen pregnancy rates? Can ads cut teen pregnancy rates?
(about 1 hour later)
By Nick Triggle Health reporter, BBC News The UK has the highest teenage pregnancy rate in EuropeBy Nick Triggle Health reporter, BBC News The UK has the highest teenage pregnancy rate in Europe
When it comes to teenage pregnancy, the UK stands out.When it comes to teenage pregnancy, the UK stands out.
Unfortunately, it is for the wrong reasons - the country has the highest rate in Europe.Unfortunately, it is for the wrong reasons - the country has the highest rate in Europe.
More than 8,000 girls under 16 get pregnant each year. Once the under 18s are included, well over 40,000 do.More than 8,000 girls under 16 get pregnant each year. Once the under 18s are included, well over 40,000 do.
This is despite ministers making it a key priority and promising to halve the rate by 2010.This is despite ministers making it a key priority and promising to halve the rate by 2010.
But for the past few years it has been clear that the goal is going to be missed with rates only dropping by a tenth since 1998.But for the past few years it has been clear that the goal is going to be missed with rates only dropping by a tenth since 1998.
It is against this backdrop that regulators are considering relaxing the rules on the advertising of pregnancy and abortion services on radio and TV.It is against this backdrop that regulators are considering relaxing the rules on the advertising of pregnancy and abortion services on radio and TV.
It could mean condom adverts appearing before the 2100 watershed.It could mean condom adverts appearing before the 2100 watershed.
We really have to tackle the underlying cause of the high teenage pregnancy rates. It is to do with self-esteem and self-respect Hilary Pannack, of Straight Talking Abortion advice ads 'to be aired' We really have to tackle the underlying cause of the high teenage pregnancy rates. It is to do with self-esteem and self-respect Hilary Pannack, of Straight Talking Abortion advice ads 'to be aired'
But what impact will this have on the behaviour of young people?But what impact will this have on the behaviour of young people?
Simon Blake, chief executive of Brook, the sexual health charity for young people, acknowledges it will not be a "magic bullet", but says he is still optimistic about the power of advertising. Rebecca Findlay, of the fpa, formerly the Family Planning Association, believes more frequent advertising could act as a prompt for discussions within the family about contraception and safe sex.
"I think what it will do is provide a context for having meaningful discussions with young people. "Our advice to parents is to avoid the big 'sit down' conversations. Seeing these adverts on TV could be the perfect way to get people talking about the issues. It could make it more normal."
"Young people tell us that there are confusing messages about access to contraception and about relationships. Simon Blake, chief executive of Brook, the sexual health charity for young people, agrees it could provide a context for having "meaningful conversations".
"I would hope that adverts would prompt families to discuss these issues.
"We are still not having mature discussions about sex, it is treated as a subject for titillation.""We are still not having mature discussions about sex, it is treated as a subject for titillation."
He believes if this were to happen it could have a dramatic effect on teenage pregnancies.He believes if this were to happen it could have a dramatic effect on teenage pregnancies.
Over half of the under 18s that get pregnant end up having an abortion, meaning the number of new teenage mothers has actually fallen by nearly a quarter since the late 1990s.Over half of the under 18s that get pregnant end up having an abortion, meaning the number of new teenage mothers has actually fallen by nearly a quarter since the late 1990s.
Mr Blake says: "That tells me that there are lots of teenage girls out there that do not want to get pregnant.Mr Blake says: "That tells me that there are lots of teenage girls out there that do not want to get pregnant.
"If we can help give young people the confidence to approach sex in the right way then we could see real progress." "If we can help give young people the confidence to approach sex in the right way then we could see real progress.
"It is not going to be a magic bullet, but advertising can be a very powerful tool."
ConcernConcern
Hilary Pannack, who heads up Straight Talking, a sex education charity, agrees relaxing the advertising rules could raise awareness.Hilary Pannack, who heads up Straight Talking, a sex education charity, agrees relaxing the advertising rules could raise awareness.
But she is concerned people will just switch off when the adverts are aired.But she is concerned people will just switch off when the adverts are aired.
"We really have to tackle the underlying cause of the high teenage pregnancy rates. It is to do with self-esteem and self-respect."We really have to tackle the underlying cause of the high teenage pregnancy rates. It is to do with self-esteem and self-respect.
"Young girls too often feel pressurised to have sex without protection."Young girls too often feel pressurised to have sex without protection.
"To change this we need better education in schools and better social mobility."To change this we need better education in schools and better social mobility.
"Too many young people do not feel they have real opportunities in life that would encourage them to make sure they do not get pregnant.""Too many young people do not feel they have real opportunities in life that would encourage them to make sure they do not get pregnant."
She also said it was important the advertising was carefully designed so as not to promote abortion services as an alternative to contraception.She also said it was important the advertising was carefully designed so as not to promote abortion services as an alternative to contraception.
And she added there was a risk that the advertising could be undermined by the highly sexualised nature of television.And she added there was a risk that the advertising could be undermined by the highly sexualised nature of television.
"It is good to have the advertising, but what message does it send if it is followed by Big Brother where we are all waiting for the contestants to have sex?""It is good to have the advertising, but what message does it send if it is followed by Big Brother where we are all waiting for the contestants to have sex?"