The Competition and Markets Authority (CMA) has announced it is developing guidance to make sure fertility clinics are treating their patients fairly. This will cover issues such as price transparency; potential mis-selling of treatments which includes ‘add on’ treatments; success rates of the treatment (how they are show and how accurate they are); and unfair terms. 

As part of this initiative, the Human Fertilisation and Embryology Authority (HFEA) is writing to fertility clinics and sending information to help them ensure their patients have the best possible experience with their treatment, wherever they have it and whatever the outcome.

We’re working alongside the CMA and HFEA in relation to how these services are advertised and in particular the way fertility clinics advertise success rates and display information on their websites. If, after the CMA’s initiative, we pick-up on misleading advertising claims by fertility clinics, we will consider all options including issuing an Enforcement Notice to warn the sector of the need to comply with the rules.