Fertility expert accuses IVF clinics of 'trading on hope' by targeting older women even though chances they will conceive are miniscule Some clinics use 'aggressive' sales tactics to convince older ladies to sign up Expert is urging clinics to be honest and not to give out 'selective' information Just two women a year aged over 44 manage to conceive using IVF treatment By Jake Hurfurt For The Daily Mail Published: 01:35 BST, 22 April 2019 | Updated: 01:35 BST, 22 April 2019 Viewcomments IVF clinics are targeting older women with aggressive sales tactics – despite only two over-44s a year getting pregnant with the treatment, the chairman of the fertility watchdog has warned. Sally Cheshire, of the Human Fertilisation and Embryology Authority (HFEA), said clinics were 'trading on hope'. She accused some IVF centres of trying to lure middle-aged women with 'very selective' information. IVF clinics are targeting older women with aggressive sales tactics, according to fertility expert Sally Cheshire Mrs Cheshire said clinics must be honest about success rates, adding: 'What they shouldn't be doing is trading on that hope and vulnerability.' Despite being 50 years old, she told the Daily Telegraph she was offered IVF treatments when she visited a fertility show in Manchester last year. She said: 'We now see things like, 'guaranteed baby or your money back'.' The watchdog has become increasingly outspoken about the add ons offered to women hoping to conceive - and now offers a 'traffic light' rating for the extra options. None of the additional treatments have been given the green light by the regulator. The number of women in their 40s having fertility treatment has doubled since 2004, with 10,835 cases in 2017. Share or comment on this article: All rights reserved for this news site dailymail and under his responsibility