A new report by the Sunday National shows that crisis pregnancy services linked to anti-abortion organisations have been promoted through Google’s charity ad scheme, raising concerns about transparency and access to accurate healthcare information.
Google is facing pressure from politicians and campaigners after a report by the Sunday National found that several anti-abortion organisations in the UK have been receiving free advertising through the company’s grant programme. The scheme is designed for charities and gives up to £7000 a month in free search ads, which appear alongside ordinary Google results.
According to the National’s reporting, groups running crisis pregnancy helplines have been able to use these ads throughout 2025 while presenting themselves as neutral services for people considering their options. One of the most active organisations is Pregnancy Crisis Helpline, which has been running ads that appear at the top of search results and promise a safe and confidential place for anyone thinking about ending a pregnancy. Another advert shown this week read that the group was available to talk to anyone who wanted to end a pregnancy.
The helpline was co-launched with Christian Concern, an evangelical group that has long argued for the end of legal abortion in the UK. One of its trustees, listed in recent accounts, previously served as a director of the anti-abortion ProLife Alliance. The National’s findings suggest that the connection between these organisations is not clear in the advertising, leaving users with little insight into the ideology behind the service they are contacting.
Life, another long-established anti-abortion charity, has also been using free Google ads. Some of its ads offer free pregnancy tests while promising support during the wait for results. Others encourage users seeking an abortion clinic to discuss alternatives with a specialist team. Life was highlighted in a 2014 Brook report for spreading misinformation about abortion and for using emotional pressure on people seeking support. That report said the group had linked abortion to breast cancer, suicide and mental health problems without evidence.
Right to Life UK, which has campaigned against decriminalisation efforts in Scotland, is another group using free ads to push traffic to its website. One of its promoted links directs users searching about time limits to detailed briefings on abortion law.
Politicians in Scotland have criticised Google for allowing these ads to run. Scottish Greens co-leader Gillian Mackay said the tech company should remove what she described as misleading adverts and review the way its grant scheme is monitored. She said abortion rights are human rights and that access to healthcare should not involve judgment or harassment.
Scottish Labour MSP Monica Lennon, who convenes Holyrood’s cross-party group on women’s health, also said the situation was worrying. She stressed that people making decisions about pregnancy should be able to speak with qualified medical professionals rather than organisations whose aims may not be clear. She raised concerns about the lack of transparency around the intentions of these groups, saying that people often assume they are dealing with healthcare staff. She questioned what ongoing support would be available if someone continued with a pregnancy after receiving advice from groups with strong ideological views.
Google said it requires any organisation advertising around abortion to be certified and to declare whether or not they provide abortion services. A spokesperson said the company wants ads on the subject to be clear and easy to understand.
The organisations involved have defended their work. A spokesperson for Pregnancy Crisis Helpline said they provide a safe space to talk through feelings and options, and that some callers report being pressured into having an abortion. They noted that the Charity Commission recognises the group as legitimate and that Google had confirmed its eligibility for the ad scheme.
Right to Life UK said it uses the same grant available to other registered charities and that it operates within Google’s rules. Life said the charity has changed in recent years and now focuses on non-directive support, including counselling, housing and practical help for parents. It also said it no longer takes part in political debates about abortion access.
The National’s report has renewed attention on the way major platforms police advertising around healthcare and on how much responsibility sits with tech companies when paid placements can blur the line between medical guidance and ideological campaigning. For many critics, the concern is less about whether certain charities are eligible for funding and more about whether users searching for time-sensitive medical information can trust what appears at the top of the page.
