A poorly judged apology and a grudging reduction in the cost of the morning-after pill means Boots ‘provoked more complaints’ than it bargained for
I am reeling, reeling, at this week’s extreme version of the soulless apology, where the other person, their chin held up awfully proudly, says: “I’m so sorry,” but then, “…if you were upset.” A crapology, if you will. That poisonous “if”. It stays bitter, fizzes on your tongue like last week’s hummus.
The story began in July, when BPAS (the British Pregnancy Advisory Service) pointed out that after its successful campaign to reduce the vastly inflated price of the morning-after pill, of all the major high street chemists, Boots was the only one that refused to budge. While Tesco, Morrisons, Asda and Superdrug dropped the price of Levonelle to £13.50, Boots kept it at £28.25, saying: “We would not want to be accused of incentivising inappropriate use, and provoking complaints, by significantly reducing the price of this product.” It had to be expensive it appeared to say, or, like a fly in soup, everyone would want one. So a collective “Woah there, Boots” echoed through the sex-havers, sex-wanters, sex-curious, through the people who until then had happily purchased a meal deal from their local paracetamol and crisps shop blind to the knowledge that it thought women didn’t have the capacity to control their own fertility.
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