CGS-authored

The Fertility Institutes clinic has just started offering prospective parents the opportunity to select physical traits of future offspring thanks to "cosmetic medicine".

But other fertility experts are outraged that the clinic is seeking to capitalise on dramatic advances in embryo cell analysis designed to identify dangerous diseases and defects in the unborn.

They are angered that the bespoke baby in vitro fertilisation service is distracting public attention from how the pioneering medical technology can have children free of debilitating genetic conditions.

Clinic director Dr Jeff Steinberg, who as a young medic was part of the team involved in the birth in Britain in 1978 of Louise Brown, the world's first test tube baby, is undeterred.

"It's incredibly exciting," he told The Sunday Telegraph. "I live in LA and everyone here wants to have a straight nose and high cheekbones and are perfectly happy to pay for cosmetic surgery.

"I understand the trepidation and concerns, but we cannot escape the fact that science is moving forward. If I have to get smacked around by people who think it is inappropriate...