THE first TV advert in the UK for the morning after pill will be screened today.

The broadcast will be shown after the 9pm watershed across a range of channels, including ITV, Channel 4 and Sky.

It comes after a row in recent weeks about the possibility of TV adverts for condoms and sexual health services.

In the advert, pharmaceutical company Bayer Schering Pharma will point out that its pill – Levonelle One Step – is effective for up to 72 hours after contraception has failed, although it is more effective the sooner it is taken.

The advert will show a woman waking up next to her partner and then taking a trip to a pharmacy to ask for the drug, which is the only morning after pill available to women in the UK.

A spokeswoman from the firm said: “Although most women try to avoid contraception mishaps, accidents can happen; daily routines can be disrupted and condoms are not 100% effective.

“If regular contraception fails, women need to know that emergency contraceptive options are available.”

The morning after pill is available to women 16 and over