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RU486 - Australians Research the Abortion Pill Online

February 17, 2006

As the House of Representatives prepared to vote on the Bill that handed power of the abortion pill RU486 to the Therapeutic Goods Administration, Australians followed this emotive issue by conducting their own research on the drug through the Internet.

Hitwise search data show a dramatic spike in searches for 'RU486', which has been firmly embedded into public awareness by the media. Searches for the scientific drug name were higher than 'abortion pill' and 'morning after pill', for the week ending February 11, 2006.

The concerns of users were also revealed by their search patterns. Variations on 'RU486' for the 12 weeks ending February 11, 2006, included: 'ru486 safe', 'ru486 deaths' and 'ru486 medical problems'. Users were seeking informative references, with terms including, 'what is ru486' and 'ru486 how it works'. Political terms included, 'australians against ru486', 'ru486 debate', 'tony abbott ru486' and 'ru486 vote'.

These searches indicate a genuine desire by the public to get a full grasp of the issue. The fact that users were searching by the drug name, 'RU486' rather than the 'morning after pill' indicates an informed audience. Bill Tancer last year compared searches for the avian flu, and noted academic searches on the technical term, 'H5NI' preceding consumer searches on 'Bird Flu'.

Hitwise data also demonstrates a variety of information sources utilised by the public, including News and Media websites, ABC Online and The Age. Websites of lobby groups featured significantly, including National Right to Life and Australians Against RU486. Government sources were also referenced, including Parliament of Australia.

The availability of these information sources online send a strong message to Governments for the need to monitor public opinion on sensitive issues on the Internet, especially prior to legislation changes. Where health and medical information is concerned, it becomes a matter of public safety.

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