Egg donation ads breached advertising standards

The UK's Advertising Standards Authority (ASA) has ruled that a fertility clinic's advertisements promoting egg donation 'trivialised the decision to donate eggs'.

The ruling referred to two paid Facebook advertisements placed by Manchester Fertility Services, trading as Egg Donors UK. In both cases, the compensation figure for egg donation – £985 – was displayed more prominently than other text.

The ASA decision said that the advertisements 'presented the compensation figure of £985 in large, bold text in a bright pink colour, in contrast to the other text in the ads which was more muted and smaller.... Because of that, we considered that the ads emphasised the financial compensation for egg donation.'

'Although we acknowledged that the ads also contained the text "Your impact is incredible!", which we considered pointed to the altruistic nature of egg donation, that text was less prominent and did not override the emphasis on financial compensation,' they added.

The ASA initiated a review of the two advertisements after they were seen online in October 2025. Both advertisements included the caption: 'Apply to become an egg donor today and receive £750 compensation for your donation. Donation clinics are now open in your local area'. The first had an image of a smiling woman next to the text 'Compensation for egg donors has increased to £985 for your generous donation' (see BioNews 1232) and 'Your impact is incredible!'.

The second advertisement featured an image of three women smiling surrounded by confetti, with the text 'Your impact is incredible' followed by 'Become an egg donor and receive £985 for your generous donation'. In both, the monetary amount was presented in larger text and a different colour.

The ASA concluded that although the £985 was 'standard, regulated compensation,' the presentation of both advertisements 'reduced the decision to donate eggs to a financial one and could have the effect of encouraging women who needed money to undergo invasive medical procedures'. The ASA was also concerned that the 'lighthearted and celebratory tone' detracted from the 'significance of the decision to donate eggs, and its physical and emotional implications.'

As a result, the ASA concluded the advertisements breached the UK Code of Non-Broadcast Advertising and Direct and Promotional Marketing, and should not appear again in this form.

The Code of Practice of the Human Fertilisation and Embryology Authority, to which fertility clinics must adhere, says that advertising to recruit donors may refer to permitted compensation but 'should not refer to the possibility of financial gain or similar advantage'.

Manchester Fertility Services said that it intended to be transparent about the regulated figure for compensation and 'communicate a positive tone, not to imply celebration of compensation'. The company accepted that the advertisements could be perceived as overemphasising the monetary aspect, and will review processes for developing future advertisements.

The ASA reported its decision to the Parliamentary inquiry into egg donation and egg freezing which is currently being pursued by the Women and Equalities Committee of the UK's House of Commons (see BioNews 1315a, 1315b, 1321 and 1326).