Business regulator the Competition and Markets Authority (CMA) is to develop its own guidelines for fertility clinics on the information that they give to would-be parents about their treatment and services. 

The CMA's move comes after concerns have been raised about some clinics mis-selling optional "add-ons" to their basic fertility treatment, such as genetic screening and medication intended to increase the chances of a healthy and successful pregnancy, in circumstances where the scientific evidence does not support their use. There have also been allegations that some clinics are misrepresenting their success rates. 

Although the activities of fertility clinics are regulated by the Human Fertilisation and Embryology Authority (HFEA), this will be the first time that the CMA has intervened to give written guidance on the information that they provide to consumers. The CMA has also said that it could take action against any clinics that are shown to have misled would-be parents or behaved unfairly towards them.