A new round of advertisements unveiled by supporters of Colorado's health insurance exchange has ignited controversy that rippled through social media Tuesday and launched debate over their portrayal of women.
In one of the most discussed "Got insurance?" ads, produced by the liberal ProgressNow Colorado and the Colorado Consumer Health Initiative, a young woman holds a packet of birth-control pills and stands next to a young man, his hand wrapped around her waist.
So what's she thinking?
"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," read the words in the risqué advertisement.
While the groups say the aim is to encourage young people to enroll in the state's new health insurance exchange -- a pillar to President Barack Obama's Affordable Care Act -- some have said it belittles women. It also adds to the partisan back-and-forth over the new health care law.