Ann Furedi, chief executive of the British Pregnancy Advisory Service, said:
"We are delighted Superdrug has taken this trailblazing step, and look forward to other major retailers following its lead. We know the high cost of emergency contraception can be a major barrier to women accessing it when their regular method fails. Superdrug has illustrated that it's perfectly possible to sell this safe and effective medication to women at a significantly more affordable price than is currently on offer. There is frankly now no excuse for others not to do the same. We will keep campaigning on this issue until all retailers do the right thing and offer women a fairly priced product, as Superdrug is doing today."
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