A Black Friday deal exposed the lack of affordability of the morning after pill. Campaigners fought back and won.

UK pharmacy Boots has lowered the price of emergency contraception following a campaign sparked by a Black Friday deal.

The pharmacy will now sell the morning after pill for £10, the lowest price of all major UK high street pharmacy chains.

In Nov. 2021, Boots unveiled a 50 percent off Black Friday deal on the morning after pill, lowering the price of the generic version of Levonorgestrel 1500mcg to £8 on its website. The deal exposed the significant mark-up on Boots’ emergency contraception, which the British Pregnancy Advisory Service (BPAS) has called a “grossly sexist surcharge.”

Journalist Rose Stokes brought awareness to Boots’ Black Friday deal by tweeting about it alongside the words “when basic healthcare meets capitalism.” Stokes then teamed up with the British Pregnancy Advisory Service (BPAS) and Dame Diana Johnson MP to campaign to encourage Boots to permanently reduce the price. Boots refused, and sent a statement to Mashable stating: “We sometimes offer short term promotions in order to raise awareness of certain services but it is not usually possible to sustain significant discounts in the long term.”

On 31 Jan., Sebastian James, Managing Director for Boots UK and ROI, sent a letter to Johnson (Labour Member of Parliament for Kingston upon Hull North) stating the retailer will sell generic emergency contraception for £10 online and in store from this week onwards, and that the pricing for branded morning after pill products will also be lowered to match other high street retailers. 

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The outcry prompted by the Black Friday deal wasn’t the first time Boots landed itself in hot water over emergency contraception. In 2017, Boots refused to lower the price of emergency contraception because they felt it would “incentivise inappropriate use.” Boots later apologised and launched a generic pill costing £15.99.

The morning after pill (also known as Plan B) is a form of emergency contraception that can be taken after unprotected sex to try to prevent a pregnancy. The medication is also used when another type of contraception has failed, so, if the condom breaks or you miss a pill. An intrauterine device (IUD or coil) can also be fitted as a form of emergency contraception.

It’s worth noting that the morning after pill is available for free via many NHS services, such as sexual health clinics, Accident and Emergency, NHS walk-in clinics, some GP practices and pharmacies. If you live in London, you can complete an online consultation with Sexual Health London (SHL) and get the emergency contraceptive pill from SHL.UK for free (and delivered to your home by post). The morning after pill is also available free in Boots pharmacies that have been commissioned by local NHS CCGs to provide such a service.

After years of pressure, campaigners are delighted that Boots will finally be selling emergency hormonal contraception for £10.

Rose Stokes told Mashable that “we don’t often get to celebrate wins in women’s sexual and reproductive health, so this feels truly momentous.”

“BPAS are doing incredible work for us all, and this move by Boots is so welcome and will make a huge difference to so many,” she added. “It’s a cost women and people with wombs should never have had to shoulder in the first place, so this will go some way to repairing that damage. We are truly just so delighted!”

Clare Murphy, Chief Executive of BPAS, said in a statement the organisation is delighted that Boots is doing the right thing by “providing emergency contraception at a significantly more affordable price.”

“The end of the grossly sexist surcharge on emergency contraception, involving a huge mark up on a product only women need, is a victory,” Murphy said.

She added that the organisation has been been calling on high street pharmacies to reduce the cost of emergency contraception since 2016.

“This essential medication can give women a second-chance at avoiding unplanned pregnancy, yet the high-cost and clinically unnecessary requirement for a mandatory consultation can act as barriers that prevent women accessing emergency contraception when needed,” Murphy added. “Now that the price has been reduced, we want to see emergency contraception taken out from behind the pharmacy counter and placed directly on the shelves where it belongs.”

Johnson, the Labour Member of Parliament for Kingston upon Hull North, said in a statement that she is very pleased. “Emergency contraception is a vital component of women’s healthcare and provides a safety net for women by preventing unwanted pregnancies,” said Johnson.

“Over the counter contraception is increasingly the only option women have access to,” she added. “This is why it is such an important step that Boots have decided to scrap the sexist surcharge, which acted as another barrier to women accessing healthcare. It is critical that any obstacles to accessing contraception are addressed and that the sexual and reproductive health of women is protected.”

A Boots UK spokesperson said “from 1 February we will be reducing the price of this service. Prices for the service, which includes expert consultation and advice will start from £10.”

“Our priority remains offering the highest standard of care to women, and we will continue to provide our expert pharmacy consultation and advice as an integral part of this service to support women in making the right choice for them,” the statement continues.

UPDATE: Feb. 3, 2022, 3:20 p.m. EST Updated with Boots UK statement.