A new campaign launched by British Pregnancy Advisory Service (BPAS) urges women to order emergency contraception in advance for the upcoming Christmas season, reports the Daily Telegraph.

The London-based newspaper learns that the British Pregnancy Advisory Service is offering free emergency contraceptive pills to women. Under the campaign, women can order the pills online in advance, and receive them by mail, notes the broadsheet.

According to the Daily Telegraph, the advertisement from the British Pregnancy Advisory Service (BPAS), showing the word "sex" in Christmas lights and asking the question "Getting 'turned on' this Christmas?", has sparked controversy in the country.

Despite critics calling it 'vulgar', the purpose of the advertising campaign is to reduce the cases of unwanted pregnancies that otherwise surge during Christmas party season, a renowned abortion specialist tells the UK daily.

BPAS website santacomes.org will direct women to fill in an online form to set up a 15-minute individual telephone session with a nursing practitioner. Admitting the loop-holes of the plan, a BPAS spokesman told the Telegraph that they are aware of the fact that underage girls can lie about their age to obtain birth control pills.

The British charity tells the newspaper that phone consultation with primary caregivers will assure that birth control pills are not delivered to under-16 girls and women suffering from ailments that make the use of morning after pills inadvisable.

Critics warn that the service will encourage unprotected sex among teenagers, raising the risk of sexually transmitted diseases. The campaign “trivialises women's sexuality” and will expose them to more risks, the Daily Telegraph quotes Josephine Quintavalle, founder of the Pro-life Alliance, as saying.

Emphasising the benefits of the service, the BPAS told the British tabloid that the service will be helpful at the time of holidays when pharmacies are either closed or charge too high for emergency contraceptives.