Spain has emerged as a global leader in fertility treatments, attracting individuals from around the world seeking assisted reproductive technologies. However, as the country’s fertility sector expands, concerns have arisen about aggressive marketing tactics, misinformation, emotional manipulation, and hidden costs that some say are burdening patients with unmanageable debt.
According to the Spanish Fertility Society (SEF), one in six couples in Spain faces fertility challenges. In 2022, 12% of all babies born in the country were conceived through assisted reproductive technologies, making Spain a front-runner in the European Union for fertility treatments. The increasing average age of women choosing to have children is contributing to the rising demand for these services, creating significant business opportunities for private fertility clinics.
Marketing to an Uncertain Audience
Many clinics target women in their 30s with compelling advertisements, promising solutions like egg freezing with slogans such as “A newborn or your money back” or offering enticing deals like “free tests” and “discounts up to 1,000 euros.” These promotions reflect a booming industry, as treatments such as artificial insemination cost around €1,000, in vitro fertilization (IVF) can reach €5,000, and egg donation IVF exceeds €7,000. Additionally, egg freezing costs nearly €3,000—though these prices often rise substantially if initial attempts are unsuccessful.
Hidden Costs and Misleading Success Rates
While treatment costs are frequently advertised, some crucial aspects, such as hormonal therapies or long-term storage for egg freezing, are not always included in the initial price. Moreover, the success rates promoted by clinics can be misleading. Some fertility centers present success statistics that ignore failed pregnancies or misrepresent the benefits of using donated eggs, leading to false expectations.
Sociologist and journalist Esther Vivas criticizes the fertility industry for capitalizing on the suffering of couples experiencing infertility. She argues that clinics often overpromise results while glossing over the emotional and physical challenges involved. “What they sell is a guarantee of fertility, but they hide the real difficulties,” she asserts.
For example, Alba, a 42-year-old family doctor who used fertility treatments to have both of her children, noted the contrasting approaches between public and private fertility care. While the public service is often impersonal and cold, private clinics portray the process as easy and straightforward, failing to adequately inform patients about potential risks and complications.
The Emotional Toll of Fertility Marketing
Therapists like Ruth Imedio highlight the emotional strain placed on women undergoing fertility treatments, exacerbated by pervasive advertisements and social pressure. “The grief is new every month when patients get their period,” Imedio notes, emphasizing the emotional burden that accompanies the desire for motherhood. With social media and online algorithms targeting women of a certain age with fertility-related ads, the constant reminders of the ticking biological clock can heighten anxiety and guilt.
Author Silvia Nanclares, who wrote about her own fertility journey in ¿Quién quiere ser madre? (Who Wants to Be a Mother?), argues that the fertility industry uses emotional manipulation, often resorting to fear-based messaging like “the clock is ticking” to pressure women into expensive procedures like egg freezing.
The Egg-Freezing Dilemma
While egg freezing offers women the option to delay motherhood, it also introduces new complications. In 2020, over 5,000 women in Spain froze their eggs—a tenfold increase over seven years—but many face difficulties when deciding to stop maintaining frozen eggs. According to current regulations, women can only discard their eggs through limited options, such as donating them to science, transferring them to other couples, or receiving certification from two doctors confirming they cannot have children. Women who wish to stop paying for egg storage are sometimes forced to continue payments or face having their eggs donated without their consent, further compounding financial and emotional stress.
As journalist Esther Vivas points out, many women are forced to keep paying for their eggs beyond their initial plans, with one woman sharing her experience of being required to continue payments for an additional ten years after reaching the age of 40. Additionally, some private clinics profit by transferring donated eggs to other patients, a practice that raises ethical concerns.
While Spain’s fertility industry is thriving, the growing commercialization of reproductive care has sparked debate. As the market continues to expand, experts call for greater transparency, regulation, and ethical standards to protect patients from exploitation and emotional distress.
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