The solutions are therefore to be found in formal (and informal) rules and regulations to control or eliminate perverse incentives in the market place, and in the governance structures of financial corporations.
Mikael Schiller, the company's executive chairman, says he thinks Acne has succeeded because the company adheres to its own informal catalogue of counterintuitive rules.
The practice is not illegal in the UK, but it is restricted by various legal rules which, generally speaking, allow only surrogacy arrangements that are informal and non-commercial.