City Attorney Dennis Herrera and Supervisor Malia Cohen on Tuesday announced plans to go after city crisis pregnancy centers that they claim practice deceptive advertising strategies to push a right wing and pro-life agenda.
The center claims it offers "counseling and medical care for unintended pregnancies," including pregnancy tests, ultrasound services, pre- and post-abortion counseling, and information about all available options. However, according to SF Appeal, the center's statement of purpose, as filed in the company's state licensing documents, is to "build an abortion-free world." Herrera noted that, while the center does not offer abortion services or referrals, First Resort has paid for a Google search link that makes it come up first in searches for "abortion San Francisco."
"It is a pro-life organization that is pushing a political agenda," said Herrera.
In a letter to the center, Herrera accused First Resort of practicing misleading advertising and demanded that it adjust its claims or face a lawsuit by August 31. First Resort CEO Shari Plunkett immediately issued a press release on the company's website, stating:
First Resort provides all clients with full disclosure on the type of services we provide. Unfortunately, we have not met with Supervisor Cohen, nor have we been provided with a copy of the proposed legislation. We are confident that our clinic is a model and complies with local, state and federal laws.
First Resort rejects in the strongest possible terms any representation that our advertising misleads women…We look forward to a robust discussion about the appropriateness of this legislation and urge them not to test the constitutional boundaries of free speech.