A leading South Wales law firm has hit back at claims that its latest advertising campaign encourages people to seek a divorce rather than counselling.

Leo Abse & Cohen has launched a six-week campaign in the Welsh media that it claims is 'taboo-busting'.

However, its slogans - such as 'It was never going to be for eternity' and 'When everything you say is met with contradiction' - have been criticised by relationship counselling service Relate.

It said the danger was that people may decide to go to a solicitor before they considered all of the other options available to them.

But Leo Abse & Cohen marketing director Robert Lloyd Griffiths said the firm took 'absolutely the opposite' approach.

'We would certainly recommend some kind of counselling or mediation,' he said.

'But if the inevitable does happen, you will need to go somewhere where it can be sorted out in a friendly, amicable and professional manner.'

Martin Bush, creative director of Cardiff-based advertising agency Golley Slater, which produced the campaign, said: 'The campaign is tapping into how people feel during the heat of the experience in a creative and memorable way.'

A Solicitors Family Law Association spokeswoman said counselling was one of the first things a solicitor would consider when someone came to them seeking a divorce.

The adverts have certainly brought the firm publicity.

A US firm has contacted Leo Abse & Cohen to ask whether it can use them under its own branding, Mr Lloyd Griffiths said.

Chris Baker