Massive advertising campaigns about assisted dying are causing anger among MPs

Massive advertising campaigns about assisted dying, including billboards at Westminster Station and targeted Facebook ads, have sparked anger among MPs.

Amid an increasingly heated debate over assisted dying ahead of Friday’s vote, MPs have raised concerns about “inappropriate” tactics being used by both camps.

MPs have objected to a billboard campaign featuring terminally ill patients promoted by Dignity in Dying, which is in favor of the legislation. One MP said the billboards, some covered with Samaritan posters, were inappropriate in a tube station.

Meanwhile, Care Not Killing, one of the main groups campaigning against assisted dying, has used photos of more than 50 MPs in Facebook ads aimed at voters in their constituencies. The ads ask people to write to their MPs on Friday to vote against the bill.

The advertisements also use the NHS logo, a protected trademark. MPs targeted by the campaign include Labour’s Rupa Huq and Dan Tomlinson and Reform’s Lee Anderson, who have publicly said they are undecided.

A significant number of ads over the past week have targeted new Labor MPs, around 100 of whom have told their colleagues they have not yet decided on the legislation.

“This is a very important decision based on a very detailed bill. These types of tactics are completely inappropriate if we try to consider this carefully,” said a new MP. Another said it was “highly misleading for this religious campaign group to use the NHS logo”.

A spokesperson for Care Not Killing said: “Given the importance of this debate, the speed at which it is being brought forward and the very significant problems with the draft legislation which would lead to vulnerable people feeling burdened and having their lives prematurely ended making lives, especially when our NHS and palliative care are in crisis, we have encouraged our many supporters to contact their elected representatives.

“This is standard practice, not only when it comes to assisted suicide and euthanasia, but also for those concerned about current or proposed legislation. The MPs we spoke to welcome this engagement with their constituents as this is an incredibly sensitive issue with many differing views.”

Meanwhile, MPs traveling to Parliament are being targeted by a billboard campaign at Westminster station, including posters showing a woman smiling and celebrating in pink pajamas, saying: ‘My dying wish is that my family will not see suffering and I do.’ That is not necessary.”

The advert, which is part of a number of advertisements in the hall that runs under the road between Whitehall and the Houses of Parliament, features Sophie Blake, a terminally ill breast cancer patient.

Labor MP Patrick Hurley wrote of Bluesky: “Although I have not yet made a decision on how I will vote on the Assisted Dying Bill this Friday, I have to admit that I am uncomfortable with advertisements promoting suicide on air. This seems unwise to me for a series of obvious reasons.”

A spokesperson for TfL said the advertisements had been reviewed and found to comply with their advertising policies.

A spokesperson for Dignity in Dying said: “Our Let Us Choose campaign features real people who want a change in the law on assisted dying, either because they are terminally ill and want the choice, or because their loved one wanted the choice but they was denied. It. The campaign uses positive images of these people living their lives on their own terms, alongside messages about why they are campaigning for more choice. It fully complies with the Committee of Advertising Practice code.

“For some of our posters to be vandalized in this way is disappointing and understandably upsetting for the people depicted. We are in contact with them and ensure that they are supported.”

There are concerns that the legislation will be voted on at second reading without sufficient scrutiny. As many as 150 MPs are expected to apply to speak in Friday’s debate, which is expected to last five hours. A cross-party amendment has been tabled to reject the bill and hold an independent review and public consultation on the existing law and how it can be improved.

Ellie Cumbo, who until recently advised Justice Minister Shabana Mahmood, wrote on

Sadiq Khan, the Mayor of London, told the Evening Standard he opposed the bill because he had “real concerns” about the prospect of coercion.

A survey conducted by JL Partners earlier this month found that 65% of people were in favor of legalizing assisted dying, compared to 13% who said they were against it. However, a similar percentage – 64% – say they prioritize improving palliative care over new end-of-life legislation.