Navigating fertility: Social media influencers vs evidence-based medical advice

In the world of fertility and reproductive health, the influence of social media and online influencers has become increasingly prevalent. From fertility journeys shared on Instagram to wellness tips promoted on YouTube and Tiktok, individuals seeking guidance on their fertility and reproductive health are faced with an overload of information, often from non-medical sources.

It can be very difficult to determine fact from non-evidence-based advice and as fertility professionals, we are finding it increasingly difficult to try and tackle some of the misinformation and often incorrect advice being shared on social media, and the sometimes-damaging effect this has on our patients.

Social media influencers in the fertility space often share personal stories, lifestyle recommendations, and alternative therapies that may claim to improve the chances of a successful outcome. There are also a growing number of organisations with social media accounts that promote products specifically targeted at those on a fertility journey. In some cases, these recommendations and products completely contradict the medical advice provided by healthcare professionals in the fertility space and could potentially do harm to patients emotional and physical wellbeing.

The content shared on the various social media channels may resonate with those navigating fertility challenges, offering hope, empathy, and a sense of community. Yet, the validity and efficacy of their advice may not always align with established medical standards and often means that we are left trying to manage unrealistic patient expectations on top of the trauma that fertility patients are already experiencing. We, as a multi-disciplinary team across the clinic, often need to spend more time counselling these patients through cycles, where the social media advice has negatively impacted the treatment cycle and the experience for the patient.

A recent example of this was when a patient told me that her cycle was nearly cancelled as she had lost her egg collection instructions from the clinic and rather than call the clinic, she thought it would be easier to turn to social media, where she watched a facebook 'reel' from a non medical individual that claimed to provide 'expert advice' on fertility. She subsequently followed the advice to 'drink plenty' on the morning of her egg collection and arrived at the clinic where the theatre staff explained that she should have been nil-by-mouth. Luckily, she was able to proceed, and eggs were collected but of course she was very upset, and this could have led to her cycle being abandoned which would have had a huge impact on her and her partner - financially, physically and emotionally.

In 2019 at the ASRM (American Society of Reproductive Medicine) annual congress, a study reporting results from searching Twitter and Instagram for terms relating to conception, fertility treatment and endometriosis highlighted some staggering statistics. The abstract listed a very large number of social media accounts listed with a link to fertility and infertility. 537 social media accounts were included in the study and out of those, 162 were patient accounts, 123 were listed as support groups, 23 were 'wellness' accounts and a further 75 were listed as 'other' with a link to fertility. That's a huge amount of social media accounts sharing information and advice on fertility – just four accounts listed were from academic/professional societies, 28 from allied health professionals and eight from organisations with an doctor acting as an advisor.

Evidence-based medical advice in fertility care is grounded in scientific research, clinical expertise, and standardised protocols. Fertility specialists and fertility clinics adhere to evidence-based guidelines and our regulatory requirements from the Human Fertility and Embryology Authority (HFEA) and our professional bodies, to optimise fertility outcomes and provide safe and effective care for individuals. Social media influencers who are not medical professionals may not need to adhere to such professional or regulatory guidelines so may be providing information that they are not always trained to be providing.

There is also an increasing number of medical professionals who are taking to tik tok and other platforms to 'share' medical advice in an influential way. The majority of this information is safe but there is the risk of medical inaccuracies which could ultimately cause harm, so the recommendations remain that advice and care should be sought from the clinical team who are managing the treatment and care to ensure that it is individualised patient care.

The Online Safety Act 2023 does outline some fairly strict criteria of what can and cannot be shared online, and social media platforms do need to adhere to standards from the ASA (Advertising Standards Authority) when it comes to promoting products. So, there is some regulation when it comes to keeping fertility patients safe online.

When turning to social media for advice and support on a fertility journey, there are some key factors patients could be advised to keep in mind:

• Source reliability: Assess the credibility and qualifications of social media influencers versus fertility specialists. While influencers may offer relatable stories and anecdotal advice, prioritise information from reputable medical professionals and be aware that your medical team knows your history.
• Fact-checking: Verify the validity of information shared by social media influencers by corroborating it with evidence-based research and expert opinions. Turn to the UK regulator, HFEA, published guidelines and policies and regulated clinics for accurate information.
• Individualised care: Recognise that fertility journeys are unique, and what works for one individual may not apply universally. Consult with fertility specialists to receive personalised medical advice tailored to your specific needs, medical history, and reproductive goals.
• Responsible influence: Social media influencers have a responsibility to promote accurate information and prioritise the well-being of their followers. Transparency regarding sponsored content, endorsements, and partnerships is crucial to maintain trust and integrity.

While social media influencers may offer insights and inspiration, the cornerstone of fertility care remains evidence-based medical practices that include physical and emotional wellbeing. Social media can provide a useful community when undergoing fertility treatment and trying to conceive, and it can be a very useful tool for support and signposting, but it's important to remember that medical advice should come from your treating clinical team as they are aware of your individual history as online advice and support can be quite generic and one person's experience can be very different to others.