Egg freezing in the UK

Policy Briefing

Published 30/09/2020

Egg freezing in the UK
Women at computer smaller


Some clinics’ advertising lacks clarity on success rates, costs, and risks. Advertising in the sector is currently being examined by the Advertising Standards Authority.

Concerns have been expressed about the trivialisation of SEF in media coverage, along with social media influencers’ promotion of SEF, and the use of algorithms that target women with SEF adverts. Some clinics have been criticised for irresponsible marketing strategies, such as events where SEF is discussed over prosecco. Research suggests women can feel pressure to freeze to avoid blaming themselves later. It is important that marketing strategies consider such research so that women’s anxieties are not exploited.