HIGH street chemist Boots U-turn on the price of its emergency contraceptive pill have been welcomed by  senior East Lancashire Labour female politicians.
Cllr Maureen Bateson, who represents Blackburn's Ewood ward, said she was 'pleased' the national store chain had changed its 'moralising' tune after pressure from MPs.
Burnley MP Julie Cooper, who signed a letter objecting to the national chain's stance, said: "I am glad the company has reconsidered."
Boots has said it is "truly sorry" for its response to a campaign calling for it to cut the price of emergency contraception and announced it is looking for cheaper alternatives.
The chain faced criticism after refusing to reduce the cost of the morning-after pill over fears it could 'incentivise' its use.
Some 36 women Labour MPs, including Mrs Cooper and Heywood and Middleton's Liz McInnes (a former Rossendale councillor), signed a letter attacking the company.
It accused it of taking an 'unacceptable' moral position and claimed women were being hit with a 'sexist surcharge'.
Boots, which has pharmacies across East Lancashire stocking the morning after pill (including in Blackburn, Burnley, Accrington and Nelson), charges £28.25 for Levonelle emergency contraceptive and £26.75 for its own version.
Morrison pharmacies, including in Blackburn, charge £25 while Tesco charges £13.50 for Levonelle.
Superdrug, which has chemists' counters at many stores including Blackburn's the Mall, charges £13.49 for a generic product. All insist on a consultation with the woman buying the product before sale.
A spokesman for Boots said: " We are truly sorry that our poor choice of words in describing our position on emergency hormonal contraception has caused offence and misunderstanding."
Mrs Cooper, a Labour health spokesman and former pharmacy owner, said: "I am glad the company has reconsidered.
"They should not have been moralising and should not be taking money out of the pockets of desperate women.
"This is an important and well respected product for which there are cheaper version available."
Cllr Bateson, a long-standing women's rights campaigner, said: "I am pleased that Boots has changed its stance.
"It was wrong and untenable and I think it was unjustified moralising."
It comes after a letter organised by Labour's Jess Phillips and backed by 35 of the party's women MPs said: "The justification given by Boots for maintaining the high price was that it did not want to face complaints or to incentive the use of emergency contraceptive.
"This infantilises women, Boots largest customer base, and suggests Boots takes a moral position against women's choice which is unacceptable."