This week Watson Pharmaceuticals announced the launch of a new educational campaign about ella, the abortion drug that was misleadingly labeled as an Emergency Contraceptive and approved by the Food and Drug Administration in August. Watson, ranked as one of the top five pharmaceuticals companies in the country in sales and no stranger to winning marketing technique, also announced the availability of the drug in pharmacies and for those who prefer even more convenience, over the internet.

Sadly, women who read the Watson website will continue to have inaccurate and/or incomplete information about ella and the way it will work on their bodies and their babies.

For example, the website says ella works primarily by stopping or delaying ovulation (the release of an egg from the ovary). It is possible that ella may also work by preventing attachment to the uterus.

However, Watson ignores the fact that ella has a critically important additional mechanism of action, one that can cause an abortion post-implantation by blocking progesterone. In doing so, ella works in a way that will starve an embryo of necessary proteins to survive its first ten weeks of development.

Additionally, the website says: ella 30-mg tablet is not an abortion pill, and is not for use to end an existing pregnancy. The abortion pill, sometimes called RU-486 or Mifeprex, works by terminating an early pregnancy. If used as directed, emergency contraceptives do not work the same way as Mifeprex.

However Watson fails to address the fact that except for one small side tail, ella is chemically and functionally identical to Mifepristone, commonly known as RU-486. Even according to their own labeling information, ella caused abortions on studies in animals in the animals tested, all of the rats babies and half of the rabbits babies were aborted.

If you visit the internet site to order ella online, you will see a comparison between ella and Plan B. The primary difference between ella and Plan-B is the amount of time you have after contraception failure or unprotected sex to obtain and take the medication. ella is effective up to 120 hours (5 days) after intercourse. Plan-B is only effective for 72 hours (3 days) after intercourse.

In truth, ella is more accurately compared with RU-486, not Plan B. Plan B is in the class of drugs known as an antiprogestogen, whereas RU-486 and ella are both categorized as selective progesterone receptor modulators. Plan B can prevent a newly fertilized baby from attaching to the lining of its mothers uterus, but does not affect a baby post-implantation. This is critical because the abortion industrys definition of the beginning of pregnancy is implantation (7-10 days after fertilization). RU-486 and ella both can work in ways that can abort a baby post-implantation.

Additionally, the Watson website gives one the distinct impression that ellas only mechanism of action is to prevent ovulation. They know what women want to hear: One recent study confirmed that at least 40 percent of women would not use methods of contraception that work post-fertilization. So Watsons marketing is brilliant: cute pictures of a sperm showing up at the door of the eggs house with a caption reading she cant come out for five days. A picture of a teeny tiny baby being starved of necessary nutrients would be much less aesthetically pleasing.

At the end of the day, the truth is that Watson is more concerned with making money then providing complete and medically accurate information to women. In fact, their website admits just that. If you read through the small print, there is a disclaimer that reads, The information provided is merely for educational purposes and its accuracy is not guaranteed. Watson assumes no responsibility for errors or omissions in the Information on this Web site.

Family Research Council has joined with a coalition of organizations in launching to educate women and pharmacists about these serious health concerns. Thousands of concerned Americans have contacted their pharmacists to ask that they not carry this new abortion drug. Watson Pharmacueticals misleading advertisements may boost ella drug sales but they cannot hide the truth about ella.