Monday, 7 April 2025
In the Media: ASA Adds Expert Voice to National Spotlight on Non-Medical Pregnancy Scans
A recent The Age investigation has sparked a wave of national attention on the booming private ultrasound industry—and the risks associated with non-medical pregnancy scans.
The article, “Boom in private ultrasound industry putting mothers and babies at risk”, exposed a concerning rise in clinics offering so-called “reassurance” scans. These services are marketed as a way for expectant parents to see their baby, find out the sex, or feel reassured between clinical appointments. However, many are operating without regulation, clinical oversight, or even trained staff.
The ASA welcomed the coverage and contributed directly to the story, with CEO Tony Coles speaking on behalf of the profession. Tony described the current regulatory gap as one that “leaves patients vulnerable” and ultimately “undermines confidence in the quality and safety of ultrasound services.”
His comments were supported by expert voices from the Royal Australian and New Zealand College of Obstetricians and Gynaecologists (RANZCOG), the AMA, and the Australian Commission on Safety and Quality in Health Care, who also raised serious concerns about the risks these unregulated scans pose to maternal and fetal wellbeing.
“There are significant risks that come with doing non-diagnostic ultrasounds,” Tony told The Age, including “missed abnormalities and false reassurance due to the lack of medical oversight. It creates a false belief that the scan is equivalent to a clinical assessment.”
The ASA used this opportunity to once again call for national regulation of sonographers. At present, around 75% of the profession is not covered under the AHPRA. Regulation, ASA argues, would protect patients, restrict use of the “sonographer” title to those with appropriate qualifications, and ensure that all practitioners meet enforceable standards.
The conversation continued across other platforms, including ABC Radio’s Melbourne Drive program with Ally Moore, where ASA President Anthony Wald emphasised just how accessible ultrasound machines have become, and how little stands in the way of untrained individuals offering scans to the public.
Listen to that interview here (1:23:00)
Meanwhile, The Conversation also weighed in with an article exploring why many expectant women seek reassurance scans in the first place—citing anxiety, bonding, and social pressure, especially around gender reveals. The article backed ASA’s call for consumer awareness and reinforced the message that only diagnostic scans performed by qualified health professionals should be relied on for medical information.
As this issue continues to attract attention, ASA is proud to represent sonographers as the expert voice in the national conversation.
For more information on this topic, ASA encourages members and the public to refer to our published resources:
-
Position Statement: Obstetric Medical Diagnostic Imaging and the Non-Medical Use of Ultrasound (PDF)
This document outlines ASA’s stance on reassurance and keepsake scans, and the importance of maintaining ultrasound as a diagnostic medical service delivered by qualified professionals.
-
Sonographer Regulation: Sonographer Regulation in Australia
Learn more about ASA’s ongoing advocacy to regulate sonographers under the National Registration and Accreditation Scheme (NRAS), and why this is critical for ensuring safety, accountability and professional standards.