Controversial euthanasia ads accused of being 'designed to mislead and create fear'

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A series of controversial advertisements is hoping to make Kiwis think again about their decision to vote 'yes' or 'no' in the upcoming End of Life Choice Act referendum.

The Vote No to the End of Life Act campaign launched the ads on Wednesday.

"We believe that this act is flawed, it places vulnerable people at risk of unintended and quite severe consequences," chairman Peter Thirkell said.

But one of the ads showing a terminally ill teenager has already been deemed not suitable for television broadcast by the Commercial Approvals Bureau, who said it's "misleading".

ACT Leader David Seymour, who entered End of Life Choice Bill, said the group is trying to spook the public, driven by a spiritual agenda.

"These ads are designed to mislead and create fear, uncertainty and doubt about the law with motivations that these people never reveal," Seymour said.

Barrister Grant Illingworth QC, who appears in the ads, said it's not about whether you're pro-choice, it's about whether the legislation is good enough.

"It is a shoddy piece of work, it hasn't been prepared properly and it's full of holes," he said.

Illingworth's concerned vulnerable people will die.  

"The main problem is that there is no meaningful assessment for coercion to see whether people have been bullied or pressured into making a decision to end their lives."

David Seymour says the act's about offering dignity and control at the end of life. 

"This legislation has a rigorous series of safeguards to deal with the concerns they raise," he said. "This is project fear, it's a fear factory of religious fundamentalism, I think New Zealanders will see straight through it."

Both sides hope Kiwis will read the act before they vote on October 17.