Background: The number of women who undergo elective oocyte cryopreservation (EOC) in the hope of preserving their fertility is increasing. Fertility clinic websites often serve as the first point of contact for women contemplating EOC. There are no guidelines for Australian fertility clinics regarding how information about procedures should be presented.
Aim: To assess the quality of information presented on EOC on Australian fertility clinic websites.
Materials and methods: A desktop audit was conducted of the websites of Australian fertility clinics offering EOC (n = 21) and the information provided about EOC was recorded. To allow comparison, a scoring matrix used in a study of the quality of EOC information on clinic websites in the USA was used to assess the quality of the information. The possible range of scores on this measure is 0-13.
Results: The mean information quality score for all clinic websites was 4.3 (range 2-8). More than half of the clinic websites (57%) had scores classified as 'poor', indicating that women are not receiving the information they need to make well-informed choices.
Conclusion: Providing information on clinic websites that is transparent and scientifically accurate, that states the risks involved in the procedure, and its full cost is essential to allow women to make informed decisions. The scoring matrix used in this study to assess the quality of information relating to EOC can guide best practice for clinics in advertising EOC to prospective customers.
Keywords: advertising; elective oocyte cryopreservation; fertility clinic; patient-centred care; policy.
© 2020 The Royal Australian and New Zealand College of Obstetricians and Gynaecologists.