MAIL ONLINE: Couples are being given false hope by IVF clinics advertising misleading success rates, experts warn

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IVF clinics are using 'highly misleading' success rates to advertise their services, experts warn.

A new study has found that many centres are cherry-picking their results to provide a false sense of hope to couples.

Many are using their pregnancy rates to attract those desperate for children - despite this not being the figure of importance.

Scientists are now arguing that an outright advertising ban should be considered if clinics don't show a true break down of their actual birth rates. 

A new study has found that many IVF clinics are cherry-picking their results to provide a false sense of hope to couples

University of Manchester researchers found that success rates are published on 67 per cent of IVF clinic websites.