Transparency of hope : Ethical issues in marketing cross border reproductive care: a multi-region content analysis of clinic websites

Purpose The purpose of this paper is to examine marketing tactics used in the clinic websites of cross-border reproductive care (CBRC) providers and analyse what ethical implications exist when targeting the vulnerable consumer group of infertility sufferers. Design/methodology/approach The sampling design was to collect clinic websites from regions known to be popular destinations for CBRC, and who were marketing directly to US-based consumers through their online websites. There were three stages of data collection: organic Google search that displayed Google AdWords of clinics who advertised; organic Google search results; and searching via the database for additional private clinics with websites. The websites were then audited for their marketing tactics according to the best practice guidelines from the American Medical Association, American College of Obstetricians and Gynaecologists, ethics committee of the American Society for Reproductive Medicine (ASRM). Findings Through this analysis, it was confirmed that these clinics are attempting to establish their credibility and attract foreign consumers through their promised rates of success, years of experience and use of testimonials. In total, 32 of the 35 sites contained at least one factor considered misleading by ASRM guidelines, such as the publishing of inaccurate or non-transparent success rates, the use of sales promotions and guarantees often used in consumer products, or the use of misleading language. Out of the 24 sites that posted success rates, 17 of those rates would be considered deceptive by not clarifying the source of the numbers or by being so far from the global averages of 30 per cent. Research limitations/implications Marketing practitioners have a specific responsibility to recognise vulnerable market segments; therefore this initial study seeks to add to the understanding of consumer vulnerability through an intersectional view of global reproductive service consumption. Practical implications A global standard of marketing guidelines specific to CBRC clinics needs to be implemented across all regional/countries in order to communicate ethically, improve credibility, reputation and trust among consumer and international bodies. Counselling services need to be integrated within all assisted reproductive technology services. Service-country to home-country continued care protocols should be created for patients travelling home in order to collect data on CRBC experiences. Originality/value This study contributes to the CBRC literature in providing new insights into current clinic marketing trends and highlights ethical implications to industry stakeholders.