Anger at Monash IVF’s ‘unethical’ deal with influencers

Monash IVF has sparked backlash on social media for paying Melbourne influencers to spruik its services, raising concerns it is “morally wrong”.

Influencer Tully Smyth says her deal with Monash IVF is the most authentic partnership she’s ever had.

A leading fertility expert has questioned the merit of partnerships between IVF services and influencers, saying it is “ethically wrong” to promote the treatment.

Dozens of women have expressed anger this week towards Monash IVF on social media, saying its partnership with Melbourne influencers to freeze their eggs was “unethical” and “a slap in the face”.

Associate Professor Alex Polyakov, who is a fertility specialist at the University of Melbourne, said the premise of a partnership was wrong and misleading.

“It is morally wrong to provide what is in essence a medical service to an influencer, in exchange for that person promoting it,” Assoc Prof Polyakov said.

Smyth promoting Monash IVF on social media.

The posts have sparked backlash.

“It is ethically wrong, it is possibly legally wrong because testimonials are not allowed for promotion of medical services, so I’m questioning whether this is in fact allowed.”

Assoc Prof Polyakov said he understood why there had been a backlash on social media towards Monash IVF.

“It is an emotionally sensitive topic and people would be upset and it also creates unrealistic expectations and exploits vulnerable individuals,” he said.

“This is a terrible example of how medical services are being trivialised by both influencers and companies that pay them for this promotion.”

Influencer Tully Smyth, who copped some of the backlash for her partnership with Monash IVF, believes promoting her egg freezing journey is vitally important, describing it as the most authentic partnership she’s ever had. “I would much rather influence someone to go and get their fertility checked than go and buy this blush,” she said.

“Someone said to me it’s kind of like an egg freezing fertility TVC. I’m just trying to remind people they have options and that they have choices. Do not leave it til it’s too late. We think we have all the time in the world and we don’t.

Smyth says she is trying to remind people they have options and that they have choices.

“I wish I’d done this at 30. I’m 36 this year and that’s my current biggest regret and that’s why it’s so important to me to be sharing my story.”

Smyth, who has more than 218,000 followers on Instagram, said she’d seen other influencers partnering with IVF services and wanted to initiate the conversation.

“All we’re taught in high school is how not to get pregnant, use condoms, don’t have sex, abstain,’’ she said. “I know it’s difficult and I just wanted to do as much as I can to give myself as many options as possible, but I also wanted to help shake the stigma. If I can help one person it’s worth it.”

Monash IVF said it was excited to partner with Smyth to help open up the conversation about fertility and egg freezing.

“Through our partnership with Tully, we hope to educate and empower more Australians and raise awareness of the importance of being proactive about fertility,’’ Monash IVF chief marketing officer Fiona Allen said.

“It is our hope that by partnering with Tully, we can increase awareness about egg freezing as an option for people who need to postpone parenthood due to their personal circumstances.”

The Therapeutic Goods Administration, part of the Australian Government’s Department of Health, last year banned social media influencers from engaging in paid promotions for skin and healthcare products. But a TGA spokesperson said influencers promoting IVF services were unlikely to be captured by its advertising code, provided they didn’t promote therapeutic goods.