Today, we’ve published a report on our work to tackle misleading claims in ads for fertility clinics. Since our targeted monitoring and enforcement began in September 2024, compliance has risen sharply – with 96.7% of assessed ads now in line with the misleadingness rules of the CAP Code. 

In June 2021 we issued an Enforcement Notice, alongside the Human Fertility and Embryology Authority (HFEA) and the Competition and Markets Authority (CMA), to all HFEA-licensed fertility clinics in the UK. It set out how clinics should advertise success rates, prices, add-on treatments and complementary therapies to avoid misleading people.  

In response to new intelligence about advertising in this sector, we resumed monitoring using our Active Ad Monitoring system, which uses AI to identify potentially problematic ads at pace and scale. Between September 2024 and October 2025, we collected 9,340 paid ads from fertility clinics on Meta and Google. After screening, 2,380 unique ads from more than 60 clinics were flagged for review and assessed by a human expert. 

Of the ads that broke the advertising rules, the most common issues were: 

  • Unproven superiority or “best” claims 
  • Success rates advertised as percentages without making clear the number of patients treated 
  • Success rates framed as “clinical pregnancy rates” rather than “live birth rates”, which is a more meaningful for the public. 

We told 14 fertility clinics to amend or remove ads that weren't in line with the rules. Thirteen clinics amended or removed problematic ads, and one was referred to the platform for enforcement, demonstrating how effective our swift action is here. 

People seeking fertility treatment are often making emotionally difficult, time-critical and costly decisions. That makes it especially important that ads are truthful and responsible, and highlights why this enforcement work matters. 

Our proactive monitoring and direct engagement with clinics has already led to improvements, helping more clinics follow the rules and ensuring that people can make decisions based on clear, accurate information.  

As of October 2025, 96.7% of assessed ads were in line with the misleadingness rules of the CAP Code – up from September 2024, when 18.1% of advertisers weren’t following the rules. 

While most ads are now clear and accurate, even a small number of misleading ones can affect people making important life decisions. We’ll continue to work closely with advertisers to address any remaining issues and maintain high standards in this sector.  

By doing so, we help protect people at a time when they may be vulnerable and ensure they can make decisions about their fertility treatment with clarity, confidence, and care. 

For full findings and methodology, read the report. 

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