Fertility Treatment: New Clinic Guidelines Regarding Misleading Price Information and Success Rates | UK News

Fertility clinics must ensure that they do not mislead patients about pricing or success rates in accordance with new guidelines from the Competition and Markets Authority (CMA).

Developed in collaboration with the Human Fertilization and Embryology Authority (HFEA), it clearly sets out the legal obligations of clinics to treat people fairly and to help IVF patients understand their rights as consumers.

He has written to clinics to draw their attention to the advice, in partnership with the HFEA and the Advertising Standards Authority (ASA).

The ASA has also issued a fulfillment notice to clinics on how services are advertised, particularly on their own websites.

The goal of the new direction is to ensure that consumers can make informed choices about the effectiveness of treatment at different clinics and how much they cost.

Last February, the CMA raised concerns about the practices of some fertility clinics, such as providing unclear pricing information and advertising misleading success rates.

Examples given included “add-ons” – optional extras offered by some clinics which can cost up to £ 2,500 per cycle.

He also identified a general lack of awareness of the application of consumer law in the sector.

Louise Strong, Director of Consumers at CMA, said: “Buying fertility treatment is a big decision – it can be complicated, stressful and very expensive with no guarantee of success. All patients deserve the information they need to make the right choices. for them and to be treated fairly.

“Our advice should help clinics understand their legal obligations. In six months, we will review industry compliance and be ready to take enforcement action if companies break the law.”

The HFEA, which alone does not have the power to tackle the commercial aspects of the fertility market, said it has “long been concerned about how some clinics are offering their services” in an area where most patients pay for their own treatment.

HEFA …