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But then the ethics committee of the American Society for Reproductive Medicine, a nonprofit organization that attempts to set standards in the industry, came out against prenatal sex selection for nonmedical reasons in 1994.The group said the practice would promote gender discrimination and was an inappropriate use of medical resources. In 2009, Steinberg came under a worldwide media firestorm when he announced on his website that couples could also choose their baby’s eye and hair color, in addition to gender.

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They coined the phrase “family balancing” to make sex selection more palatable.

They marketed their clinics by giving away free promotional DVDs and setting up slick websites.

She discovered an online community of women just like her, confiding deep-seated feelings of depression over giving birth to boys.

The Web forums mentioned a technique offered in the United States that would guarantee her next baby would be a girl. The conventional wisdom has always been this: Given a choice, couples would prefer sons.

Just over a decade ago, some doctors saw the potential profits that could be made from women like Simpson—an untapped market of young, fertile mothers.

These doctors trolled online forums, offering counseling and services.

But that was half a decade ago, before many clinics undertook aggressive online marketing campaigns to drive the demand.

Gender selection is the primary business at Steinberg’s Fertility Institutes, with nurses casually asking couples in the waiting room whether they, too, are interested in selecting the gender of their baby.

Desperate for a baby girl, Simpson and her husband drove four hours to a fertility clinic in Michigan.

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