The rise of elective egg freezing — a procedure that allows women to preserve their eggs for future use — has been accompanied by a surge in misleading claims, particularly on social media platforms where influencers and clinics often present rosy pictures of success rates and downplay risks. Dr Devora Lieberman, a fertility specialist, has stepped in to address the most common misconceptions, emphasising that the decision to freeze one's eggs should be based on accurate, evidence-based information rather than marketing hype.

Among the myths Dr Lieberman tackles are exaggerated success rates, the idea that egg freezing is a guarantee of future pregnancy, and the notion that it can be done at any age with equal effectiveness. She notes that while the procedure can be a valuable option for women who are not yet ready to start a family, it is not a silver bullet. The number of eggs retrieved, the woman's age at the time of freezing, and the quality of the eggs all significantly affect the likelihood of a live birth.

The article, published by the Sydney Morning Herald, Brisbane Times, and The Age, highlights the growing concern among medical professionals that social media advertising is often misleading. Many clinics promote egg freezing as a way to 'take control' of fertility, but fail to adequately explain the financial costs — which can run into tens of thousands of dollars — and the emotional toll of the process. Critics argue that the commercialisation of egg freezing can pressure women into making decisions without fully understanding the limitations.

Dr Lieberman's intervention comes at a time when more Australian women are considering egg freezing than ever before. According to recent data from the Australian Institute of Health and Welfare, the number of women undergoing elective egg freezing has more than doubled in the past five years. This trend is driven in part by changing social norms, later marriage, and increased career focus, but also by aggressive marketing from fertility clinics.

While the article does not call for outright bans on advertising, it urges women to seek information from reputable sources such as fertility specialists and government health websites, rather than relying on influencer testimonials or clinic promotions. It also calls for greater regulation of medical advertising on social media to ensure that claims are backed by evidence.

Balancing the need for informed choice against the reality of limited success rates remains a challenge. For women considering egg freezing, Dr Lieberman advises a thorough consultation with a qualified fertility specialist, a clear understanding of the costs and probabilities, and a realistic assessment of one's own timeline and health. The ultimate message is that knowledge is power — but only if that knowledge is accurate.