First IVF attracted complaints to the Advertising Standards Agency over claims about 'outstanding success rates' with 'over 20,000 babies born and counting'. First IVF attracted complaints to the Advertising Standards Authority over claims about “outstanding success rates” with “over 20,000 babies born and counting”. One complainant said the claim that First IVF was responsible for “20,000 babies and counting” was highly improbable given it had only been operational since 2021. The advertiser said the statement “20,000 babies and counting” was never intended to suggest that First IVF alone was responsible for that number. “We are committed to strengthening accountability and compliance with the code across the Irish advertising industry.”

Source: The Irish Times December 18, 2025 23:25 UTC