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Fertility Clinic Web Sites Doesn’t Adhere to Ad-Guideline

A University of Illinois at Chicago study published in the January issue of Fertility and Sterility shows that the majority of fertility clinic Web sites does not adhere// to their own association's advertising guidelines.

The study also found that services offered at private clinics and academic clinics were similar, but private clinics were more likely to publish success rates, use comparative marketing, and offer financial incentives.

Many consumers rely on the Internet to gather health information, and "the concern is that vulnerable patients may be misled by information that does not give the whole picture," said Dr. Tarun Jain, assistant professor of reproductive endocrinology and infertility at the UIC College of Medicine and senior author of the study.

Advertising guidelines adopted by the Society for Assisted Reproductive Technology (SART) and the American Society for Reproductive Medicine (ASRM) seek to improve the accuracy of online information for patients. The guidelines, which are mandatory for membership in SART, require clinics to provide specific information about how in vitro fertilization outcome statistics are reported, mandate that clinics follow Federal Trade Commission guidelines, and warn against the comparison of success rates between clinics.

In the new study, researchers evaluated 289 SART-registered clinics (211 private and 78 academic) with functional Web sites.

They assessed several Web site characteristics including the publication of success rates, additional data to support success rates, comparison marketing, and the presence of a disclaimer stating that "a comparison of success rates may not be meaningful because patient medical characteristics and treatment approaches may vary from clinic to clinic."

The researchers found that approximately half of the Web sites published success rates, and of those, the percentage adhering to the advertising guidelines was low in all c
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