Recent media coverage has shed light on the growing trend of non-medical ultrasound providers offering “reassurance ultrasounds” to expectant parents, leading to serious consequences like misdiagnosed ectopic pregnancies and undetected fetal abnormalities.
Reassurance scans, also known as souvenir or boutique ultrasounds, are elective scans aimed at providing peace of mind about the baby’s development. They are popular for offering gender identification, 4D images, and audio recordings of the fetal heartbeat, appealing to parents seeking a more personalized experience beyond routine medical scans.
Studies have shown that many parents opt for these scans to bond with their unborn child, appreciate the experience more fully, and have a ceremonial approach to pregnancy imaging. Health sociologists have highlighted the positive impact of these non-medical ultrasounds in enhancing the emotional connection between parents and the baby.
Despite the popularity of reassurance scans, concerns have been raised about the risks associated with these services. Portable ultrasound technology has made these scans more accessible, leading to an increase in commercial providers offering them. However, these providers may lack the necessary training to handle potential fetal anomalies or provide accurate medical advice.
Professional organizations, including the Australian Sonographers Association, have cautioned against the use of non-medical ultrasounds due to safety concerns. While Australia’s regulatory body oversees the supply of medical devices, some portable ultrasound scanners approved as low-risk devices lack specific conditions, allowing lay consumers to purchase them without restrictions.
Most diagnostic imaging specialists are sonographers, who must undergo training and accreditation to perform medical ultrasounds eligible for Medicare rebates. However, unlike registered health practitioners, sonographers are not regulated by a dedicated board, raising concerns about accountability and standards within the profession.
Consumers can identify non-diagnostic ultrasound providers by the absence of Medicare subsidies. Reporting a questionable provider can be done through state-based health complaints bodies, which investigate complaints and issue orders against practitioners found to be acting improperly or posing risks to patients.
Australian consumer laws also offer protection against misleading claims by non-medical imaging providers. In cases where providers make false assurances about the clinical benefits of non-diagnostic scans, consumers can report them to the Australian Consumer and Competition Commission for appropriate action.
As the demand for reassurance scans continues to rise, the need for stringent regulations and oversight in the ultrasound industry becomes increasingly vital to ensure the safety and well-being of expectant parents and their unborn children.