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Ads allowed for little-used birth control: 'Morning-after' pills receive little publicity

WASHINGTON (AP) - For the first time, a company won government permission Wednesday to advertise and sell regular contraceptive pills as "morning-after" pills to prevent pregnancy after unprotected sex.

The technique, which uses regular birth control pills, has been sanctioned as safe and effective by federal officials for more than a year. But without anyone trying to sell it to women or their doctors, experts say it has hardly been used.

That could change as more women learn of the pills, which have been 75 percent effective at preventing pregnancy in tests when taken within three days of sex. By contrast, regular contraceptive pills are 99 percent effective, if taken properly.

"Physicians ...

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