The helpline number will be displayed on pregnancy testing kits - and is being promoted through a radio and poster advertising campaign, with the backing of TV celebrity Anthea Turner.

BBC: Helpline for pregnant smokers

The Advertising Standards Authority (ASA) ordered TfL to withdraw the poster, which carried the tagline: "Faster, smarter, easier, Oyster", because it breached the advertising code.

BBC: An 'oyster' travel card, sitting on top of a card reader

The medicine, along with rival Vioxx from Merck, became a poster child for what critics said was lax drug safety regulation coupled with over-advertising that caused consumers to take pricey drugs they didn't need.

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