ABORTION activists have hit out at a British mobile phone retailer's new advertising campaign in the Republic for using the slogan, "We're pro-choice".
The Carphone Warehouse ads show a badge saying "we're pro-choice" to promote offering a choice of phones and networks to customers.
But the publicity stunt has faced heavy criticism online from internet users on opposing sides of Ireland's abortion debate.
Some of those against abortion hit out at the company for appearing to back changes in the Republic's abortion laws.
One internet user branded the advertising a "disgrace to every woman who has had to decide whether or not to have an abortion".
Linda Kavanagh, spokeswoman for Abortion Rights Campaign, said it showed a "normalisation" of the discussion around abortion but expressed concern over the firm using the 'pro-choice' term.
"We have worked really hard to normalise and destigmatise it so when a company comes in and uses the language to profit, it's really hard to take," she said.
"It's quite facetious to use the normalisation of the language and the struggle that Irish women have to get profit for your company."
Responding to concerns, a Carphone Warehouse spokesman said: "The latest Carphone Warehouse advertisement campaign is themed around the subject of choice.
"Carphone Warehouse is not commenting, advocating or promoting any viewpoint on this debate. That is for individuals to make their own decisions."
Abortion remains a contentious issue across Ireland with people protesting on both sides of the debate.
It is only legal in the south if the mother's life it at risk. In Northern Ireland abortion is only permitted if her life is at risk or there is a permanent or serious risk to her mental or physical health.
