The UK’s fertility clinics have been urged by the Human Fertilisation and Embryology Authority (HFEA) to cease offering unproven treatments that are not helping couples trying to conceive. The HFEA has issued new guidelines which state that fertility treatments should only be offered if there is clear scientific evidence to show that they increase the chances of a successful pregnancy. Some clinics have been offering treatments such as ‘add-ons’, which are additional procedures or medicines that are marketed to improve the chances of a successful IVF treatment, despite the lack of scientific evidence to support these claims. The HFEA has warned that these treatments could potentially harm patients, as well as increasing the cost of IVF treatment. The regulator has also raised concerns about the marketing tactics used by some clinics to promote these unproven treatments, stating that this could lead to patients making decisions based on misleading information.