This Enforcement Report sets out the impact of CAP’s work to address misleading claims in paid-for ads for fertility treatments on Google and Meta. Using insights from our AI-based Active Ad Monitoring system, we reviewed 9,340 ads published between September 2024 and October 2025, screening them for potentially misleading claims about success rates, prices, add-ons and complementary therapies. Of these, 2,380 unique ads from more than 60 clinics were flagged for expert assessment by a human.
We identified misleading claims in 80 ads from 14 advertisers, including unsubstantiated “best” or “leading” claims and unclear or incomplete success-rate figures – for example, percentages presented without the number of patients treated, or the use of clinical pregnancy rates rather than live birth rates.
Following compliance action, 13 clinics amended or removed the problematic ads, while one was referred to Meta for enforcement. This intervention led to a sharp and sustained improvement in compliance: non-compliant ads fell from 18.1% at the start of the monitoring period to just 3.3% in October 2025, bringing overall compliance to 96.7%.
These results show the effectiveness of targeted monitoring and direct engagement in supporting clinics to follow the rules and helping protect people making time-critical, emotionally significant decisions about fertility treatment.