A poll of 2,000 women in the UK by Pregnancy & Birth magazine found two-thirds drink alcohol and four in 10 smoke while trying for a baby.
Only 44% of women hoping to conceive said they tried to eat a healthy diet.
Experts said it was important couples were educated how health could affect their fertility and that most would subsequently follow medical advice.
Most of the women surveyed were readers of the magazine and were either pregnant or trying to conceive.
The average age of those who responded was 29.
While trying to conceive, 68% of all women said they continued to drink alcohol and two out of 10 admitted they drank "far too much".
Of the 49% who were smokers, only 26% gave up the habit. Of the 47% of male partners who smoked, only 23% gave up.
Unhealthy lifestyles
A third of the women and their male partners trying to conceive were overweight, according to the responses.
Three out of 10 couples trying to conceive reported taking recreational drugs.
Many said it had never occurred to them that they might have problems conceiving.
One in seven couples in the UK today already have fertility problems caused by a combination of factors - women delaying motherhood, an increase in sexually transmitted diseases, a huge increase in obesity which can interfere with ovulation and a possible decline in male fertility.
The editor added: "People need to realise the way they live has a direct effect on their fertility.
Steve - Serendipity? We just came out with our Natural Fertility Action Plan in the mid-August. Not serendipity, just a response to what he have been seeing in our practice and worldwide.
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