Professor Leridon said the study had been carried out because it was important to answer a range of practical questions about the chances of either natural or artificially aided conception so that couples could be given more precise information about the potential risks of postponing childbirth beyond a given age.

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But second and most importantly, the innovations of the last two years have given people access to a whole new set of information beyond the best prices for airlines, hotels and cars.

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Ofcom concluded the information in the segment "went beyond what would be justified for editorial reasons" and as no indication was given to viewers Minogue had a commercial deal with the product, all the references were in breach broadcasting rules.

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