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The European Society of Human Reproduction and Embryology (ESHRE) defines the act of travelling abroad to undergo reproductive medical treatments, including assisted reproduction technology (ART) treatments as cross-border reproductive care. The experiences of patients seeking affordable reproductive care abroad have been widely studied in the last decades (Bergman, 2011a, 2011b; Blyth, 2010; Bracewell-Milnes et al., 2016; Culley et al., 2011; Guerzoni, 2017; Hudson, 2017, 2020; Hudson & Culley, 2011; Kroløkke, 2014a, 2014b; Rodino, Goedeke, & Nowoweiski, 2014; Salama et al., 2018; Shenfield et al., 2010; Van Hoof, Pennings, & De Sutter, 2016; Whittaker, Inhorn, & Shenfield, 2019; Zanini, 2011). However, French women and couples pursuing ART treatments abroad have received little scholarly attention until now. In this chapter, we aim to address this gap in the literature with the results from an ethnographic study conducted with French women and couples who seek ART treatments in Barcelona (Spain) using data from participant observation and in-depth interviews. We begin by discussing the European reproscape, introducing French and Spanish ART legislation, to explain why a large number of citizens are excluded from the French system of reproductive governance and why they choose Spain as their destination. Then, we will discuss the obstacles faced during the reproductive journey, and the impacts of this journey on the embodiment of the treatments are explored, in order to show how French women and couples handle the physical, emotional and cultural displacements that their reproductive project entails.

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.

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 WhatClinic.com 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).

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.

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.

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.

This study contributes to the CBRC literature in providing new insights into current clinic marketing trends and highlights ethical implications to industry stakeholders.

The aim of this article is to review the literature on fertility tourism in terms of social policy implications. There has been a global growth in interest in fertility tourism, especially amongst these in developed countries travelling to developing countries for fertility needs. Due to women's increased involvement in the workforce and changing societal norms, the age at which females start having children has risen resulting in a need for many to seek fertility help. These developments have led to a growth in fertility tourism and related services.

The authors undertake a systematic literature review on fertility tourism to identify cognate research themes that relate to social policies such as assisted reproduction facilities, medical tourism and changing societal attitudes.

The findings of the study have important implications for social policy particularly regarding the tourism and health industry, practitioners and policymakers. This involves focussing on new geographic regions that are underrepresented in current research but have a high interest in fertility tourism. Currently much of the research is centred around western contexts but as evident in our review newly emerging markets in countries that have high infertility rates requires further attention. In addition, the authors provide directions for future research avenues that focus on how to evaluate changing social policies with regards to reproductive choices.

Whilst there has been much discussion in the media about fertility tourism there is limited knowledge about social policies related to human reproductive systems, so this article is amongst the first to discuss societal implications.