Morning after pills are simply birth control pills taken in a different manner than regular birth control pills. You have to take something like 4 of them at once for 2 days. I don't see a problem with this as long as they are dispensed by the supermarket's pharmacist, because whoever takes them will need to answer a medical health history questionnaire as well as given full instructions on how to take them. It would be unethical and irresponsible to do it any other way.
Even if they do offer it for free, they can only do it short term, because how else will they offset the cost?
It all sounds like some sort of crazy publicitiy scam to me....