The Fertility Futures Project is a UK-based charity committed to enhancing public understanding of fertility, infertility, and reproductive health. We asked Medical Advisor Dr Kathiuska Kriedt why this initiative is so essential
What are some common myths surrounding infertility, and why does stigma persist?
To name a few, it’d be that: Infertility is mainly a female problem, when in fact, male factors account for over a third of cases in the UK; IVF can guarantee conception later in life, despite declining success rates with age; and ‘healthy’ lifestyles automatically mean healthy fertility – a misconception widespread among men.
Common myths persist because of a combination of misinformation, silence, and gendered stereotypes. The Fertility Futures Project has just launched an inaugural report into fertility awareness in the UK, and despite infertility affecting one in seven couples in the UK, it remains one of the least openly discussed health issues. Our inaugural Fertility Futures Pulse Report found that fertility and reproductive health are the topics the UK population feels least comfortable discussing. Only 44% of respondents said they feel comfortable talking about it, compared with 64% for mental health.
The stigma endures because fertility is still viewed as a deeply personal or even shameful issue. We’re where mental health was ten years ago. Cultural pressures around masculinity and womanhood mean that fertility issues are still considered private matters, leaving people isolated and often under-informed.
These myths have consequences. From my experience, I see how they can delay the help-seeking process, with patients often arriving having lost valuable time believing they were ‘too young to worry’. Or, the mistaken belief that lifestyle changes alone would solve underlying medical conditions like PCOS (polycystic ovary syndrome) or low sperm count, deceiving people into believing every fertility issue is fixable.
What are some key barriers and challenges around the availability, access, and quality of interventions to address infertility?
Several barriers stand in the way of equitable access to fertility care. One of the biggest issues is late engagement – most people don’t think seriously about their fertility until they’re actively trying to conceive, by which point options can be limited and costs considerably higher.
Communication within healthcare settings is another challenge. Fertility concerns are often mishandled or overlooked in primary care. Some of those we surveyed spoke of being dismissed or even judged when raising fertility questions. In my own practice, I often see patients who were told, “you’re young, just relax,” when they raised concerns about irregular cycles or difficulty conceiving – comments that can mask underlying conditions such as endometriosis or a diminished ovarian reserve.
Education also plays a major role. In our Pulse Report, only 8% of the population reported receiving any meaningful fertility education at school. Sex education tends to focus almost exclusively on prevention, with little or no attention given to reproductive ageing or fertility health. It gives an unbalanced view into a complex health issue.
Then there’s cost and postcode inequality. Access to NHS-funded fertility treatment varies dramatically by region – the so-called ‘IVF postcode lottery’ – forcing many people to turn to costly private clinics.
Finally, the quality of public information is inconsistent at best. Much of what people learn about fertility now comes from influencers or commercial sources, where anecdote and misinformation often blur the facts.
Together, these factors create a cycle in which people are uninformed early, unsupported later, and uncertain throughout their fertility journey.
How far are the diagnosis and treatment of infertility prioritised in health-related policies and reproductive health strategies?
Currently, infertility remains significantly under-prioritised in UK public health policy. Unlike menopause, which now has workplace guidance, NHS frameworks, and public awareness campaigns, fertility still lacks a national education strategy or consistent pathways for early intervention.
As a fertility specialist, I see the consequences of this policy gap daily. Most patients enter the healthcare system only after 12 months of unsuccessful attempts to conceive (or six months if over 35), by which point treatment options may be more limited and emotionally taxing. There is no routine discussion of fertility health at key life stages, no standardised testing protocols in primary care, and wide regional variation in NHS funding criteria – the so-called ‘postcode lottery.’
The policy framing also remains gendered. Fertility is predominantly treated as a women’s issue in public health strategies, despite male factors contributing to over a third of cases. This leaves men undereducated, undertested, and under-supported.
We need fertility recognised as a mainstream health indicator – like blood pressure or cholesterol – with proactive screening, education, and support integrated into routine healthcare, not treated as a niche concern addressed only in crisis.
What actions would you like to see at the policy level to support improvements to fertility research and mitigate the inequities in access to fertility care?
This is where the Fertility Futures Project is stepping in and looking to drive meaningful change. We’re calling for a coordinated national approach to fertility education and care.
It starts at the education level. Fertility literacy should be integrated into school curricula alongside sex and relationship education, covering topics such as reproductive ageing, fertility windows, and the factors that affect fertility for both men and women. There’s also a need for better-quality public information. Government-funded, evidence-based awareness campaigns could help counter the myths and misinformation that dominate online spaces.
Healthcare should also take a more preventive approach. We advocate for routine fertility health discussions at key life stages – for example, at ages 21, 28, 35, and 42 – to normalise proactive conversation and enable informed reproductive planning. Access to treatment must be made equitable, with standardised NHS funding criteria across regions to eliminate postcode inequalities. Both partners in a couple should receive appropriate testing and support.
Research consistently shows that fertility challenges significantly impact mental health, with those experiencing infertility reporting higher rates of anxiety, depression, and psychological distress. Integrated psychological support throughout diagnosis and treatment is essential, not optional.
Finally, greater investment in fertility and reproductive health research is essential – including studies into male infertility and the long-term effects of contraceptive use on fertility.
We’re working towards a brighter future where people feel empowered to seek the help they need, and fertility is de-stigmatised. But to make lasting progress, collaboration is key. Government, educators, healthcare providers, charities, and the media must work together to shift cultural narratives, reduce stigma, and ensure that fertility health is treated as a core component of overall wellbeing.
Dr Kathiuska Kriedt is Medical Advisor and Trustee of Fertility Futures Project (unpaid role) and also runs an independent fertility clinic in London. The views expressed in this article represent the charity’s mission and are based in part on the Fertility Futures Pulse Report 2025 findings.
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