The fertility treatment regulator has issued a strong condemnation of a new IVF lottery dubbed "win a baby" describing the scheme as "wrong" and "entirely inappropriate".
The Human Fertilisation and Embryology Authority (HFEA) said it would be contacting the To Hatch charity and private clinics to express its concerns over a lottery where the winner is given £25,000 to pay for fertility treatment.
A statement from the HFEA said: "The HFEA is strongly of the view that using IVF as a 'prize' in a lottery is wrong and entirely inappropriate.
"To do so runs counter to the ethos that underpins our regulatory system and clinical practice. It trivialises what is for many people a central part of their lives.
"We understand and sympathise with those who face the financial burden of treatment which we know from patients can be considerable.
"We will be in touch with the charity concerned and the centres that seem to be involved to ensure they are aware of our view."
Camille Strachan, founder of the To Hatch charity, which provides support for people with fertility problems, earlier insisted that the lottery would help people in areas where IVF has been axed from the NHS.
"The cuts in the NHS are going to get worse, not better, and every month that goes by is a problem for somebody who is hoping to conceive. I know because I have been through it myself," she said.
"If I didn't think this was right, I wouldn't have launched it."
The new game will launch on July 30 offering tickets online for £20 with a chance of winning £25,000 to pay for treatment from a choice of five private clinics.