A new advertisement aimed at getting young people signed up for Obamacare is creating a controversy for being overtly sexual in nature and perceived as some to be degrading to women.
The advertisement was created to highlight the new services provided by Colorado's new health insurance exchange, but some say it is missing the point and is focusing too much on birth control and sex.
The ad was produced by ProgressNow Colorado and the Colorado Consumer Health Initiative and is part of a wider ad campaign designed to raise awareness to heath care options made available by the Affordable Care Act.
"It's degrading to women, and it says a lot about what they think of America's youth today," Rep. Cory Gardner, R-Colo., said of the latest ad.
The ad features two young adults. The young woman is holding a package of birth control pills while the young man is holding her around the waist.
The caption reads: "OMG, he's hot! Let's hope he's as easy to get as this birth control. My health insurance covers the pill, which means all I have to worry about is getting him between the covers."
Those defending the ad, however, are insisting the ad is in good taste and is doing what it was designed to do, which is start a conversation and raise awareness.
Amy Runyon-Harms, director of ProgressNow Colorado, told The Denver Post that the point of the ads is to "raise awareness, and that's what we're doing."
Still, Gardner, feels the new ads are "making a joke of the whole process" and is questioning the timing of the ads given the troubled rollout the new health care law has faced, according to Fox News.
"They've turned ObamaCare into a story about pills and pilsners just trying to make a failed program work," he said.