The debate over the Terminally Ill Adults (End of Life Bill) has been intensified by an advertising campaign on the Underground by supporters of the legislation.

Dignity in Dying, a group advocating for assisted dying for terminally ill and mentally competent adults, featured its Let Us Choose campaign posters at stations, including Westminter and Euston.

The group said the ads used “positive imagery” as they show real stories of terminally ill individuals with messages highlighting their desire for choice in end-of-life care.

Transport for London has stated that the posters comply with its advertising policies and the Committee of Advertising Practice code.

However, some posters were covered with Samaritans adverts this week – a move not authorised by the mental health charity.

Dignity in Dying has expressed its disappointment over what they called “vandalism” and that it was “upsetting for those pictured” in the campaign.

Criticism of the ads has also come from MPs including Labour MP Patrick Hurley who wrote on Bluesky: “I must admit to being uneasy with advertisements promoting suicide on the tube. This strikes me as unwise for a range of quite obvious reasons.”

Alistair Thompson from Care not Killing, one of the main groups campaigning against assisted dying, also voiced his concerns about the ads’ potential harm.

He told City News: “I am worried about the impact of these posters on vulnerable people because we know in places like Oregon, which this bill models itself on, we’ve seen an increase in the suicide rate after legalising assisted suicide euthanasia.”

He also criticised the bill itself describing it as “dangerous” and warning it could put pressure on vulnerable individuals to end their lives prematurely, as he alleged had happened in Canada and Oregon.

Supporters of the legislation argue it offers a humane choice to terminally ill individuals.

A small demonstration by people advocating assisted dying hold a protest outside the Hoses of Parliament as a bill to legalise assisted dying is to be put before lawmakers in London, England, Wednesday, Oct. 16, 2024. (AP Photo/Alberto Pezzali)

The Assisted Dying Bill, proposed by Labour MP Kim Leadbeater, would allow mentally competent adults with less than six months to live to request assisted dying, with safeguards in place.

The government is treating the bill as a conscience issue, granting MPs a free vote rather than having to adhere to party lines, which makes the vote outcome difficult to predict.

Polling by JL Partners reveals that 65% of the public supports legalising assisted dying, but 64% would prioritise improving palliative care.

Amid calls for greater scrutiny, a cross-party amendment has been put forward to delay the bill and hold an independent review of existing laws.

With up to 150 MPs expected to debate the issue in a five-hour discussion on Friday, the debate highlights the complexities surrounding assisted dying ahead of the vote on legislation that could change end-of-life care in the UK.