In the 18th and most of the 19th century, before abortion became the province of the medical establishment and the courts, the procedure was widespread, and abortifacients — drugs that cause abortions — were widely marketed. But there was no advertising for “abortions.”
The woman-centered language was a code of sorts. The advertisers encrypted the word “abortion” to evade moral censure and — after the Comstock Act of 1873 criminalized the distribution of abortifacients — to avoid legal consequences as well.
Women knew what regaining their “regularity” really meant, though, just as today we all know that a “cleanse” or a “detox” most likely includes a laxative or diuretic. Early Viagra ads said “love life again” — not “chemically induce your erection.”
But even if marketing Dr. Peter’s French Renovating Pills as “a blessing to mothers” was euphemistic, it circulated a potent message about women’s perfectly reasonable desire not to be pregnant. A desire they have been seeking means to fulfill since at least the Roman Empire.