“…Although some ethicists have argued that this should not be the case ( Mertes and Pennings, 2012 ), it is extremely unlikely to change; the authors foresee that EEF will continue to grow as a central offering of the private fertility sector, with some scholars even placing EEF at the heart of the growing logic and practices of the ‘financialization of fertility’ ( van de Wiel, 2020 ). While there has been significant academic scholarship, with both ethicists and social scientists debating the appropriate parameters for EEF ( Argyle et al, 2016 , Baldwin et al, 2014 , ESHRE Task Force on Ethics and Law, 2012 , Lockwood, 2011 , Mertes and Pennings, 2011 ), exploring the sociodemographic characteristics and motivations of its users ( Baldwin et al, 2018 , Inhorn et al, 2018a , Inhorn et al, 2018b , Gürtin et al, 2018a ), and seeking to identify best-practice guidelines to inform patient-centred care ( Inhorn et al, 2019 ), less attention has been paid to the ways in which clinics have been advertising and marketing their EEF services.…”