Finally, Dr Raj Mathur, consultant gynaecologist at Manchester Fertility and St Mary's Hospital, started by acknowledging that there does indeed appear to be a problem. Clinics advertise their use of add-ons as markers of quality or innovation, he said. With this comes a duty, however, to advertise responsibly, for example by placing the technique in its context and offering full information about it. Dr Mathur said that clinicians have a responsibility to protect their patients, who are at a heightened sensitivity and may be overly receptive to the claims linked to add-ons, and should take great care not to exploit unproven treatments for profit. -