A row has erupted in Britain over the Government’s new campaign to encourage young women to carry condoms, with Labour ministers being accused of promoting promiscuity.

The 5.2-million pound publicity drive by the UK Department of Health tells women that men are attracted to females who carry contraceptives.

The campaign ‘Condom confidence boosts sex appeal’, advises that “men like nothing better than a woman who knows what she wants”, the Daily Telegraph reported on Friday. The campaign launched by Health Minister Dawn Primarolo also gives tips to young women on how to persuade their partners to use condoms.

Recommended phrases include “If you make it clean, I’ll make it dirty” and “Let’s get you ready for the ride of your life”, the report said.

“Taking a condom on a night out should be as normal as taking a phone, keys and purse,” Cosmopolitan writer Sarah Hedley, brought in to speak for the campaign, is quoted as saying by the British daily. “There has never been a better time for women to be condom confident and enjoy a healthy, active sex life,” she said.

Conservative lawmaker Julian Brazier said: “It is very sad that the authors of this document do not seem to understand that the problem (of sexually transmitted diseases) starts with growing levels of sexual activity by people with multiple partners.”