Attorney Erwan Le Morhedec said that the amount of money behind the pro-assisted suicide lobby enabling these adverts was “staggering”, arguing that it amounted to “pro-euthanasia propaganda”. The adverts appeared in the week preceding the Stage 3 debates in the Scottish Parliament.

Experts have raised concerns that vulnerable people would not have a free choice at the end of life if assisted suicide were legalised. Recent polling surveyed members of the Royal College of Physicians and Surgeons of Glasgow on the practicalities of implementing assisted suicide legislation in England, Wales and Scotland should such laws come into force.