#Misinformation: Infertility advice and social media

'Vaccines have done a good job in lowering fertility,' or 'Bitter leaves treat infertility. Boil either fresh or dried leaves for 20 minutes. Drink half a cup twice daily. Nature heals.'

These are just a few of the so-called 'medical tips' you might stumble across when scrolling through Instagram or Twitter/X under the hashtags #fertility or #infertility.

Infertility is often a deeply emotional and isolating experience, and it's no surprise that many people turn to the internet for answers. In fact, studies show that more than half of gynaecology patients use social media to research their health concerns. Over 90 percent believe that women's health information should be shared on these platforms. This shift reflects a broader change in how people seek and consume medical information. At the same time, other studies show that people of reproductive age often have only 'low' to 'average' knowledge about the factors that affect fertility, making them particularly vulnerable to misinformation online.

Infertility affects around 1 in 7 couples according to the NHS, and it can stem from a variety of male or female factors, including hormonal imbalances or issues with reproductive organs, per the World Health Organisation. For many, infertility has a devastating impact – not just physically, but emotionally and socially. Women, in particular, may face stigma, marital strain, mental health issues, and even domestic violence as a result.

We already know that most fertility-related content on social media is created by patients rather than medical professionals. These posts tend to fall into two main categories (see also here): personal stories and product advertisements. But until recently, we didn't know how reliable the medical information provided really is, or whether people could rely on it to inform important decisions about their fertility treatment.

A recent study we conducted alongside colleagues at King's Fertility set out to answer exactly that. Our team analysed social media content using validated tools to assess the quality, accuracy, readability, and credibility of fertility-related posts on Instagram and Twitter/X. We only analysed posts which were giving medical information in the English language about fertility and infertility, and excluded all personal stories, advertisements, personal opinions not presented as medical information, and content offering emotional peer support. Our goal was to understand what people are really consuming when they search for information online.

Our team examined 939 posts using the hashtags #fertility and #infertility. The findings were alarming:

• Nearly half (47 percent) of content creators had no relevant qualifications or links to fertility or healthcare
• Only 11 percent of posts were found to be credible
• 80 percent were written at a reading level so high that a university education would be required to understand them
• Almost half (45 percent) of the posts contained inaccurate information when compared to national and international medical guidelines

We found that there were four main themes of inaccurate information on social media:

• Healing properties of herbal remedies/diets
• Advising on non-evidence-based 'lifestyle' interventions
• Anti-vaccination advice, and
• Medical inaccuracies

Worse still, almost half of the posts came from individuals or companies with a clear conflict of interest, typically trying to sell products or services. Fertility has become a booming industry, and social media has become a powerful marketing tool. This commodification of medical advice turns vulnerable patients into consumers, and can lead them to waste time, money, and emotional energy on ineffective treatments. It's not just misleading – it's potentially unethical.

The implications are serious. Many people navigating infertility are desperate for support and answers. In the absence of easily accessible, trustworthy information, they may unknowingly rely on content that's either wrong or deliberately manipulative.

We have identified two main strategies for change:

First, clinicians must acknowledge the influence of social media and proactively guide patients toward credible sources. Trusted organisations like the Royal College of Obstetricians and Gynaecologists, the NHS, and the Human Fertilisation and Embryology Authority can publish accurate fertility information on platforms like Instagram. However, as this study shows, their content is often drowned out in search results, making it difficult for users to find amid a sea of unverified posts.

Second, doctors and fertility experts need to be involved in creating and promoting reliable, accessible online content. There are well-established guidelines on how to write medical information that is accurate, high quality, and easy to understand, and it's important they are followed.

Social media platforms themselves also have a role to play. Our team propose the introduction of a new verification system, akin to Twitter's old 'blue tick,' that flags posts from trustworthy sources. Prioritising these posts in search results could help users identify reliable information more quickly. With the rise of AI, there's even potential for platforms to develop tools that automatically fact-check medical content, alerting users to misinformation in real time.

As Cindy Margolis, American actress and spokesperson for the infertility charity Resolve, said: 'Infertility is this huge emotional roller coaster. If you want in your heart more than anything to have a baby, it's the hardest thing you will ever go through – physically, emotionally, and financially.'

We owe it to those facing this challenge to ensure the information they find online is accurate, compassionate, and safe. Fertility is too important to be left in the hands of unverified influencers and opportunistic marketers.