Blue-coloured baby socks in ad prompts action against IVF centre in Rajasthan

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The depiction of a blue-coloured baby socks in a newspaper advertisement prompted health authorities in Rajasthan to take action against a fertility hospital on Tuesday (August 25, 2026) for allegedly promoting sex selection. The State government also warned against the practice prohibited by law.

“As blue colour is associated with a male child, the department viewed this as a prima facie indication of promoting sex selection services.” Principal Medical and Health Secretary Gayatri Rathore said about the advertisement issued by Neelkanth Fertility and Women’s Care Hospital, also known as Neelkanth IVF Centre.

The State government suspended, with immediate effect until further orders, a total of nine registration certificates, covering the assisted reproductive technology (ART) clinics, ART banks, and surrogacy clinics operated by Neelkanth Hospital.

Ms. Rathore said the action has been initiated under the provisions of the Assisted Reproductive Technology (Regulation) Act, 2021. Three of the centres whose registrations were suspended are in Jaipur, two in Jodhpur, and one each in Bhilwara, Udaipur, Kota and Ajmer.

“There is a complete statutory ban on any form of sex selection and sex-selective ART procedures. The State government will ensure strict compliance with the legal provisions by all institutions involved in ART and surrogacy,” Ms. Rathore said.

Founded in 2003, Neelkanth Hospital claims to have a dedicated team of doctors and embryologists as well as world-class laboratory facilities for providing “ethical, advanced, and patient-focused fertility care”. The hospital says on its website that it has treated over 25,000 couples since its inception.

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