Online pharmacy Chemist 4 U has revealed they will be selling the morning after pill to women for just £4.99 per pack.
Initially, the online-only pharmacy was praised for making the morning after pill more accessible for women at an affordable price but some have criticised the move.
Women will be able to buy as many as three packs of Levonelle, a generic version of the pill, from the online pharmacy in six months.
Campaigners on reproductive ethics have been quick to condemn the initiative, explaining that the accessibility presents the morning-after pill as regular contraception, when professional advice is to only use it in emergencies.
Shamir Patel, Managing Director of Chemist 4 U, told The Independent;
“We always advise women in an emergency situation, to go to their nearest pharmacy that day, rather than waiting a day to receive it from an online pharmacy.
"However our belief is, an advanced supply from us avoids the panic in the unlikely event of barrier method failure. We advise all patients that EHC should not be used as a regular contraceptive method".
Other retailers such as Boots and Superdrug have recently drastically reduced the cost of the morning after pill following calls from the British Pregnancy Advisory Service.