Although there can never be a “right” way to advertise for emergency contraception, an advertisement by a British sexual health clinic could not have gotten it more wrong by featuring a sky-high stiletto and tube of lipstick alongside a pink pacifier while asking the question, "Would you give up this for this?"

The Daily Mail is reporting on the reaction of a 29-year-old social media manager named Kirstie Jones who was on her way home from work when she spotted the poster just as she got off the bus.

The striking full-color ad was produced by a resource of Britain’s National Health Service (NHS) known as Walsall Integrated Sexual Health Services, (WiSH), and was advertising how patients can get free emergency contraception up to five days after unprotected sex.

The meaning behind the poster was obvious - if women have babies, they have to give up their high heels and lipstick.

Jones was so shocked by the ad that she did a double-take. “As I got onto the bus it caught my eye as it was the prominent poster at the bottom of the stairs. I thought 'hang on a minute, what did I just see?' As I got off I took a picture. I couldn't believe it, I thought 'what am I looking at here?' It suggests women have to give up heels and lipstick if you become a mum.”

Jones, whose sister has a child, says she’s well aware of the sacrifices mothers make for their children, but “This poster implies they have to give up those things in order to have a child. It doesn't matter what you look like, what lipstick or shoes you wear when you have a baby. It's irresponsible,” she said about the ad.

Nicola Wenlock, Divisional Director of Midwifery, Gynaecology and Sexual Health for Walsall Healthcare NHS Trust, tried to explain the thinking behind the ad to the Mail:

“In creating this particular advertising campaign Walsall Integrated Sexual Health worked hard to understand the teenage pregnancy audience to make sure that the communication was relevant, effective and focused. . . . The campaign has played an important role in tackling teenage pregnancy and poor sexual health in our local area which has been reducing steadily year on year.”

They apologized if the ad raised concern and said the intent was to raise awareness about the availability of emergency contraception to those who wish to avoid pregnancy.

However, in the future, “We will continue to work closely with all audiences to ensure we offer the best possible services for them and will continue to review all materials closely for future campaigns.”

Jones believes the whole concept of the ad is “completely misguided.”

: . . .[I]t’s an outdated point of view, and it goes against the important message it's trying to send out - awareness of the free service. I think that's why I was so shocked, it's the wrong way to talk to the audience it was trying to reach.”

Catherine Glenn Foster, president of the nation's leading legal pro-life group Americans United for LIfe, agrees and says the ad is both sexist and offensive. I

"t's unreal that in 2018 NHS would approve an ad suggesting that if a woman gets pregnant, she'll have to give up her femininity," Foster said. "Leave it to emergency contraceptive big pharma to pigeonhole women."

The same outfit is also taking flack for another inappropriate ad, this one clearly aimed at men and featuring the words “Would you give up this for this” next to a gaming console and a pacifier. Beneath the image, it warns, “Beware da baby trap – wear a condom.”

As one commenter wrote beneath the two ads that appeared on Twitter: “They want a monopoly on infantilizing men and women. Fight back. Have kids.”

Another said, “Because I have kids am I supposed to not wear heels or have a fulfilling career? Missed the memo on that one.”

One woman destroyed the ill-advised reasoning behind both ads in one sentence: “I have a kid, wear heels, lipstick and play video games.”

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