Concerns Kiwi couples are being misled over IVF

A new study has found major variations in the way fertility clinics measure and advertise their success rates.

Researchers have analysed 20 different websites, and though all were compliant with 2017 trans-Tasman guidelines, there were 32 different ways of defining success.

Study author and top Auckland gynaecologist, Cindy Farquhar, says at the moment consumers are comparing apples with oranges.

She says there's a lot variation which makes it hard for a couple of know how likely they are to have a baby.