One donor egg and ‘a dollop of love’: ART and de-queering genealogies in Facebook advertising

We consider what genealogical links, kinship and sociality are promised through the marketing of assisted reproductive technologies (ARTs). Using a mixed method formal analysis Facebook's algorithmic architectures textual twenty-eight adverts for egg donation drawn from Facebook Ad Library, we analyse ways in which figure ‘fertile woman’ is constituted both within text at level targeted advertising systems. critically examine ART clinics address those women whose eggs they wish to harvest exchange, combination with architecture identifies, sorts deemed ‘relevance’ commercial industry. find that variously appear these as empowered consumers, generous girlfriends, potential mothers essentialised bodies who provide free-floating eggs. The fertility possibility offered represented banal ambiguity wherein potentially disruptive forms biogenetic relatedness arrangements derisked by an overarching narrative simplicity sameness excludes men, messy genealogies explicitly queer kinship. This rationalisation supported certainty algorithm produces coherent audience interpellates users fertile subjects choices biologically determined only available clinical intervention.