The number of emergency contraceptive pills sold in India last year increased by 250% on 2008, prompting claims they are being misused.
The Indian state has banned adverts it says promote the pill as an ordinary method of birth control, rather than as the emergency use for which they are intended.
Around 8.2 million emergency contraceptive pills were bought over the counter in India in 2009.
Clinical psychologist Radhika Chandiramani, who chairs a sexual health organisation, said: "It's all very well to say people are becoming sexually liberal but who's going to talk about the long-term effects of this quick solution?"
The pills should only be used periodically because they contain a much higher amount of the same hormones found in ordinary oral contraceptive pills.
The apparent frequency with which the emergency pills are being taken is likely to increase the risk of being infected with HIV and other sexually transmitted infections. Routine use suggests the pills are being chosen over condoms, despite them offering less protection against STIs.
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