Ultrasound adverts banned for ‘misleading parents’ about how much it could reassure them
Adverts for ultrasound services have been banned for misrepresenting the extent to which the scans could provide reassurance about the wellbeing of an unborn baby.
The ads for London Private Ultrasound (LPU) and the Meet Your Miracle private scan studio offered various scans including a “reassurance scan” costing £100 “to reduce your parental anxiety and to confirm a normal progress of your pregnancy”.
The website also offered a “Reassurance, dating Scan + Wellbeing check” for £59.00.
But the Advertising Standards Agency ruled this was likely to mislead parents – who were “more likely to be anxious or vulnerable” – given the extent to which a scan from seven weeks could assess the health and wellbeing of an embryo.
Both rulings are part of a wider investigation by the ASA into private pregnancy ultrasound scans.
Ultrasound London Ltd, trading as LPU, said its ad was never intended to suggest the reassurance scan provided extra medical information to the patient but rather to address any concerns the patient may have.
Meet Your Miracle said most patients attended the scan “with a singular concern of whether the baby was alive”.
It said a simple measure of wellbeing might be whether the baby is alive, which is possible to determine by observing a heartbeat, which is visible at seven weeks.
LPU said it immediately removed the listing for the scan from its website.
The Meet Your Miracle advert
Read more:
The worst place in England for babies’ life expectancy revealed
Pharmacies pause rollout of over-the-counter contraception over lack of funding
The ruling
The ASA said LPU’s ad was not sufficiently clear that there were differences or limitations in the extent of possible assessments over the course of pregnancy, particularly at an early stage from eight weeks.
It ruled: “Given the emphasis on providing ‘reassurance’ and using the scan to ‘confirm the health of the foetus, and in the absence of further information clarifying what the scan assessed and was able to perceive, particularly from the very early stage of eight weeks into a pregnancy, we concluded that the ad was likely to mislead.”
The London Private Ultrasound service
The ASA ruled Meet Your Miracle’s ad had also “not made sufficiently clear the extent to which it could provide ‘reassurance’ or determine the ‘wellbeing’ of an embryo, particularly from the early stage of pregnancy from seven weeks”.
The watchdog banned both ads from appearing again.
Sir Keir Starmer has joined other European leaders in Kyiv to press Russia to agree an unconditional 30-day ceasefire.
The prime minister is attending the summit alongside French President Emmanuel Macron, recently-elected German Chancellor Friedrich Merz and Polish Prime Minister Donald Tusk.
It is the first time the leaders of the four countries have travelled to Ukraine at the same time – arriving in the capital by train – with their meeting hosted by President Volodymyr Zelenskyy.
Sir Keir Starmer, Emmanuel Macron and Friedrich Merz travelling in the saloon car of a special train to Kyiv. Pic: Reuters
Leaders arrive in Kyiv by train. Pic: PA
It comes after Donald Trump called for “ideally” a 30-day ceasefire between Kyiv and Moscow, and warned that if any pause in the fighting is not respected “the US and its partners will impose further sanctions”.
Security and defence analyst Michael Clarke told Sky News presenter Samantha Washington the European leaders are “rowing in behind” the US president, who referred to his “European allies” for the first time in this context in a post on his Truth Social platform.
“So this meeting is all about heaping pressure on the Russians to go along with the American proposal,” he said.
“It’s the closest the Europeans and the US have been for about three months on this issue.”
Sir Keir Starmer, Volodymyr Zelenskyy and Emmanuel Macron among world leaders in Kyiv. Pic: AP
Trump calls for ceasefire. Pic: Truth Social
Ukraine’s foreign minister Andrii Sybiha said Ukraine and its allies are ready for a “full, unconditional ceasefire” for at least 30 days starting on Monday.
Ahead of the meeting on Saturday, Sir Keir, Mr Macron, Mr Tusk and Mr Merz released a joint statement.
European leaders show solidarity – but await Trump’s backing
The hope is Russia’s unilateral ceasefire, such as it’s worth, can be extended for a month to give peace a chance.
But ahead of the meeting, Ukrainian sources told Sky News they are still waiting for President Donald Trump to put his full weight behind the idea.
The US leader has said a 30-day ceasefire would be ideal, but has shown no willingness yet for putting pressure on Russian president Vladimir Putin to agree.
The Russians say a ceasefire can only come after a peace deal can be reached.
European allies are still putting their hopes in a negotiated end to the war despite Moscow’s intransigence and President Trump’s apparent one-sided approach favouring Russia.
Ukrainians would prefer to be given enough economic and military support to secure victory.
But in over three years, despite its massive economic superiority to Russia and its access to more advanced military technology, Europe has not found the political will to give Kyiv the means to win.
Until they do, Vladimir Putin may decide it is still worth pursuing this war despite its massive cost in men and materiel on both sides.
“We reiterate our backing for President Trump’s calls for a peace deal and call on Russia to stop obstructing efforts to secure an enduring peace,” they said.
“Alongside the US, we call on Russia to agree a full and unconditional 30-day ceasefire to create the space for talks on a just and lasting peace.”
Sir Keir and Volodymyr Zelenskyy during a meeting in March. Pic: AP
Please use Chrome browser for a more accessible video player
Putin’s Victory Day parade explained
The leaders said they were “ready to support peace talks as soon as possible”.
But they warned that they would continue to “ratchet up pressure on Russia’s war machine” until Moscow agrees to a lasting ceasefire.
“We are clear the bloodshed must end, Russia must stop its illegal invasion, and Ukraine must be able to prosper as a safe, secure and sovereign nation within its internationally recognised borders for generations to come,” their statement added.
“We will continue to increase our support for Ukraine.”
👉Listen to The World with Richard Engel and Yalda Hakim on your podcast app👈
Read more:
Russia’s VE Day parade felt like celebration of war
Michael Clarke Q&A on Ukraine war
Ukraine and Russia accuse each other of breaching ceasefire
The European leaders are set to visit the Maidan, a central square in Ukraine’s capital where flags represent those who died in the war.
They are also expected to host a virtual meeting for other leaders in the “coalition of the willing” to update them on progress towards a peacekeeping force.
Military officers from around 30 countries have been involved in drawing up plans for a coalition, which would provide a peacekeeping force in the event of a ceasefire being agreed between Russia and Ukraine.
Listen to The World with Richard Engel and Yalda Hakim every Wednesday
This force “would help regenerate Ukraine’s armed forces after any peace deal and strengthen confidence in any future peace”, according to Number 10.
A special constable has been jailed after taking pictures on his phone from bodycam footage showing a dying man.
Former police volunteer William Heggs, 23, was sentenced to 12 months’ imprisonment at Leicester Crown Court on Friday after showing the photos of victim William Harty, 28, to a female colleague and storing them on his Snapchat account.
Mr Harty was found seriously injured in a residential street in Leicester on 25 October 2021 and Heggs had attended the scene, helping with CPR before paramedics arrived.
Mr Harty died in hospital a day later and the man responsible for his injuries, his brother-in-law Martin Casey, was subsequently convicted of his manslaughter.
Heggs showed the pictures he had taken of bodycam footage of Mr Harty’s body to a Leicestershire Police constable, who reported Heggs and said she did not like seeing blood.
His phone was seized and officers discovered other photographs and video clips of bodyworn footage of incidents Heggs had attended on duty, including of a knife seizure, use of baton and pepper spray, and a man with an injured hand receiving first aid.
He also took pictures of a police computer screen, showing details of crimes and suspects, without consent.
Heggs stored the materials in a Snapchat folder and disclosed graphic details – most of which were not in the public domain – about the injuries to a woman who was killed in a road traffic collision he had attended, to a friend on the social media platform.
Heggs was suspended from the force in November 2021 and resigned in October 2024 before pleading guilty to 11 computer misuse and data protection offences this March.
William Harty’s widow Mandy Casey. Pic: PA
‘He has traumatised me’
Mr Harty’s widow, Mandy Casey, said in a victim impact statement read to the court that Heggs “took (her) husband’s dignity when he was most vulnerable”.
“You don’t take someone’s dignity and pride from them on their deathbed.”
She continued: “When I found out special constable Heggs had done this, I just wanted to ask why. He has traumatised me. I feel I will never know if he showed them to others.”
Ms Casey said she was still scared that photos of her husband’s body might appear on social media.
She added that she had lost trust in the police.
Public trust in police ‘significantly undermined’
Judge Timothy Spencer told Heggs, who has autism and ADHD, that he was “probably too immature to be working as a police officer” as he handed down the sentence.
He said Heggs had received “extensive training”, including on the importance of data protection, and knew he should only share materials for “a genuine policing purpose”.
Heggs’s actions had “significantly undermined” public trust and confidence in police, according to the judge.
Read more from Sky News:
Man charged with murder of 87-year-old
Iranian arrested in counter-terror probe
Malcolm McHaffie, from the Crown Prosecution Service, added: “William Heggs abused the public’s trust in the office he held as a special police constable.
“He violated the dignity of the deceased victims for no apparent reason other than what could be considered personal fascination and to gain credibility among his peers.”
-
Sports3 years ago‘Storybook stuff’: Inside the night Bryce Harper sent the Phillies to the World Series
-
Sports1 year agoStory injured on diving stop, exits Red Sox game
-
Sports2 years agoGame 1 of WS least-watched in recorded history
-
Sports2 years agoMLB Rank 2023: Ranking baseball’s top 100 players
-
Sports4 years ago
Team Europe easily wins 4th straight Laver Cup
-
Environment2 years agoJapan and South Korea have a lot at stake in a free and open South China Sea
-
Environment2 years agoGame-changing Lectric XPedition launched as affordable electric cargo bike
-
Business3 years agoBank of England’s extraordinary response to government policy is almost unthinkable | Ed Conway