The controversy surrounding assisted dying advertisements placed by Dignity in Dying on the London Underground has sparked public debate and outrage. The billboards, part of a campaign group supporting the assisted suicide bill being debated by MPs, were placed at Westminster Tube station and Euston, leading to backlash and the covering up of the posters by suicide prevention ads from the mental health charity Samaritans. Proponents of the bill argue that it offers strict scrutiny, with mentally competent adults requiring sign-off from two doctors and a High Court judge prior to assisted dying. Despite claims that the bill could benefit up to 650 people each year, critics argue that the legislation has been rushed, with MPs given only a short time to review the 40-page bill before voting.
Assisted dying is seen as a way to give terminally ill patients more control over when and how they die, but critics argue that it may leave vulnerable individuals open to coercion. The billboards placed strategically where politicians and the public are likely to see them may be intended to sway opinions on the issue. The message of the ads emphasizes the desire for a less painful and more dignified death, with slogans such as “My dying wish is my family won’t see me suffer – and I won’t have to” and “When I cannot stay, let me choose how I go”. However, the placement of the billboards has stirred controversy due to TfL’s advertising rules banning campaigns on ‘public controversy or sensitivity’, and London Mayor Sadiq Khan expressing his opposition to the bill.
Critics of the assisted suicide adverts fear that they could potentially lead to more suicides on the London Underground, where an average of 40 people die each year after being hit by trains. Concerns have been raised about the trauma faced by TfL staff and loved ones of victims, as well as the possible impact of glorifying suicide through advertising. Responses from individuals like palliative care doctor Dr. Cajetan Skowronski and palliative care consultant Tony Duffy have criticized the campaign as irresponsible and inappropriate, particularly in a public space like Westminster. The identity of those behind the posters remains unknown, further adding to the controversy surrounding the issue.
Transport for London (TfL) has defended the advertising campaign, stating that it complies with their advertising policy and the Committee of Advertising Practice code. Despite this, Mayor Sadiq Khan has voiced his opposition to the bill, citing concerns about the lack of palliative care available to terminally ill individuals, the state of the NHS, and issues related to social care provision. Khan expressed worries about the potential for coercive control and feelings of guilt among those who are terminally ill. The contentious nature of the assisted dying bill and the advertising campaign surrounding it highlight the complex ethical and societal considerations involved in end-of-life decision making. The debate continues as MPs prepare to vote on the legislation.
