Received October 18, 2021
Accepted April 24, 2022

Objective: To evaluate Brazilian fertility clinics websites registered in the 11th Report of the National Embryo Production System (SisEmbrio, 2017) regarding compliance with the 2004 American Society for Reproductive Medicine (ASRM) and the Brazilian Medical Council (Conselho Federal de Medicina, CFM) guidelines for advertising. Methods: We performed an online evaluation on the 11th SisEmbrio registered clinics websites using criteria based on 2004 ASRM guidelines (publication of success rates, live birth rates (LBR), method of LBR calculation, success rates by age range and diagnosis, experimental/investigational nature of procedures and the practice of comparison marketing) and CFM guidelines (clinic director name/registration visible on the website; no prices displayed, no photos of patients nor success stories with patient identification). Results: 161 SiSEmbrio-registered clinics were evaluated: 153 (95.0%) clinics had functional websites, and only 7 were public. Social media participation was as follows: 87 (54.03%) WhatsApp, 128 (79.5%) Facebook and 122 (75.8%) Instagram while 75 (46.6%) had other social media (YouTube, LinkedIn, and Twitter). Regarding CFM recommendations, 49 (30.4%) displayed a registered director, 85 (52.8%) showed patients’ photos either on their sites and/or social media. Success rates were published in 54 (33.5%) and 19 (11.8%) used their own data whereas 7 (4.3%) displayed pregnancy rates by age. No clinic showed LBR nor advertised prices. Conclusion: Online Information provided by Brazilian fertility clinics is heterogeneous. A significant proportion of the clinics websites do not follow some aspects of ASRM and CFM guidelines for advertising.