‘Millennium baby’ TV show lures sponsors

Three companies, including a manufacturer of sex aids, have emerged as possible sponsors of an ITV documentary encouraging parents to produce the first millennium baby.

Ann Summers, the chain of stores selling lingerie and sex aids; children and babywear retailer Mothercare; and Clearplan, a brand of home ovulation kit, are understood to be among the advertisers to have held negotiations with ITV.

The Yorkshire Television programme, called Birth Race 2000, has been attacked by church and family groups for devaluing human life and encouraging people to have babies just to appear on TV.

The programme will feature couples hoping to have a child on the first day of 2000 who will also allow TV access to the pregnancies and births.

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