A British pregnancy test manufacturer has come under fire for its new campaign about fertility.

First Response Early Result Pregnancy Tests have a new campaign, due to launch at the beginning of June, entitled ‘Get Britain Fertile.’

Its aim is to inform women about fertility and, as they say on their website, help them to “improve their chances of conception.”

But it has been criticised due to the fact that it appears to be condemning women who don’t have children until their late 30s and early 40s.

This stems from the fact that the campaign poster shows an altered image of mother-of-two Kate Garraway who has been made to look pregnant and significantly older.

Speaking about why she wanted to be an ambassador for it, the television presenter said: “I had my second child at 42 and never questioned at the time that it might be too old. But I do look back now and realise that leaving pregnancy late can be risky as diminishing fertility can stack the odds against you.”

She added: “I want to alert women to start thinking about their fertility at a younger age than our generation did.”