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Dr Tony Perry, a pioneer in cloning, has announced precise DNA editing at the moment of conception in mice.
He said huge advances in the past two years meant "designer babies" were no longer HG Wells territory.
Other leading scientists and bioethicists argue it is time for a serious public debate on the issue.
Designer babies – genetically modified for beauty, intelligence or to be free of disease – have long been a topic of science fiction.
Dr Perry, who was part of the teams to clone the first mice and pigs, said the prospect was still fiction, but science was rapidly catching up to make elements of it possible.
In the journal Scientific Reports, he details precisely editing the genome of mice at the point DNA from the sperm and egg come together.
Dr Perry, who is based at the University of Bath, told the BBC: "We used a pair of molecular scissors and a molecular sat-nav that tells the scissors where to cut.
"It is approaching 100% efficiency already, it's a case of 'you shoot...