Fourteen complaints had been made against the claim alleging that it could not be substantiated. However, the Advertising Standards Authority (ASA) has dismissed the complaints stating that the assertion was not misleading and there was a "reasonable probability" it was largely accurate.
A Pro-life lobby group called Both Lives Matter (BLM) had run the billboard campaign. BLM, while acknowledging that it was not possible to calculate an exact figure, claimed that 100,000 represented a credible and conservative estimate. This calculation was based on a comparison with Scotland's abortion ratio.
Dawn McAvoy from Both Lives Matter said she was delighted with the result, stating: "Our opponents said we could not substantiate the claim, despite us producing a robust report. The ASA have examined our calculations and backed our figure.
"Their expert concluded that it is reasonable to say that 100,000 people are alive today who would have otherwise been aborted had it been legal to do so."This independent verification is a real endorsement of our campaign."
Both Lives Matter (BLM) submitted a report to the Advertising Standards Authority (ASA) backing up their claim. Subsequently the ASA have said: "On balance, we concluded that the evidence indicated that there was a reasonable probability that around 100,000 people were alive in Northern Ireland today who would have otherwise been aborted had it been legal to do so.
"Because we considered that readers would understand the figure to represent an estimate, we concluded that the claim was unlikely to materially mislead readers."