Overview

• Corporations are using feminist language to market unproven health interventions, exploiting narratives around empowerment and women’s rights.
• The anti-müllerian hormone (AMH) test and breast density notifications are examples of marketed health technologies lacking evidence-based support.
• Marketing strategies create false expectations and may lead to unnecessary anxiety, medicalization, and overtreatment among women.
• Health professionals and governments are urged to provide balanced, high-quality information to counter misleading commercial messages.
• Advocacy for women's health is being undermined by commercial interests, risking the promotion of non-evidence-based care.