Health experts are agitated over the Queensland state Government for scrapping a breast-screening initiative.

The breast-screening campaign 'BreastScreen', a three-year project was introduced by Premier Anna Bligh in September 2007, in order to boost an additional 13,000 women to get mammograms.

The last advertisement associated with the BreastScreen Queensland promotion featuring television personality Jana Wendt had already been telecasted early in 2009. That has rendered the $1.5 million promotion in the mid-way. The third and final television advertisement in the pipeline have been cut without considering the fact that the programme attracted many women aged 50-69 years.

On Tuesday, the cessation to the Wendt advertisements was confirmed by BreastScreen Queensland's Jennifer Muller.

She said, "BreastScreen Queensland is now reviewing its campaign approach and is planning to roll out a new targeted marketing direction for the program next year".

As per the health authorities, about 70% of women aged 50 should undergo screening every two years, but merely 58% in the target group derive benefit of free mammograms.

The Government needed to give a boost to its free mammogram program, so that more women got detected early with breast cancer, as expressed by Cancer Council Queensland spokeswoman Anne Savage.

She added that there has been a significant rise in the ads of unproven breast thermography services, which had become a concern for the health authorities, as it was not backed by any scientific proof that it could diagnose cancer early.