This article discusses the recent developments within the UK’s Competition and Markets Authority (CMA) and its impact on women’s healthcare, specifically focusing on self-funded IVF and formula milk. The CMA has been working from 2020-2025 to improve consumer protection in relation to self-funded IVF due to the commercialization of IVF treatment in the UK. It has published guidance for fertility clinics, reviewed consumer law compliance in the sector, and explored a potential voluntary pricing initiative for IVF clinics. However, the CMA has concluded that a voluntary initiative is not the way forward and has recommended that regulatory reform is needed to protect consumers from harmful commercial practices. Additionally, the CMA has carried out a market study into the supply of infant formula and follow-on formula to UK consumers. The study recommended improving existing regulations to create a more balanced decision-making environment for parents.