What should an IVF clinic website show international patients?
Success rates, risks, prices, donor rules and the law, in the patient's language.
Where do clinic websites fall short?
A review of 33 clinic websites in eight European countries found the weak spots in success rates, risks, add-ons and the legal and ethical issues (Albert et al., 2026).
How should you show success rates?
As live births, by age group and treatment, with the number of patients behind each figure, the points the UK advertising regulator found misleading in clinic ads (ASA, 2025).
What should the price page say?
What the quote includes and excludes, tests and drugs too, as ESHRE's guide asks (ESHRE, 2011).
What else belongs on the site?
- Your licence and regulator.
- Your donor rules.
- The evidence behind each add-on you offer.
- The languages your team speaks.
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See if your clinic qualifies →Sources
- Albert et al. Information on fertility clinic websites in eight European countries. BMC Medical Ethics, 2026. doi.org/10.1186/s12910-026-01388-5
- Advertising Standards Authority. Enforcement report: misleading claims in paid ads for fertility clinics, 11 December 2025. asa.org.uk
- Shenfield F et al. ESHRE's good practice guide for cross-border reproductive care for centers and practitioners. Human Reproduction, 2011. doi.org/10.1093/humrep/der090