Commercial ultrasounds: Blurring and renegotiating boundaries in prenatal care

Prenatal ultrasounds have become a routine component of pregnancy care and a significant social milestone for expectant parents. Although originally developed for medical diagnostics, these technologies also carry important social and emotional connotations. This study examines the growing phenomenon of commercial prenatal ultrasounds in Finland, focusing on how these services blur traditional boundaries in maternity care. The research draws on data from private providers’ websites, interviews with healthcare professionals who perform commercial ultrasounds and with new parents who opted for additional scans during pregnancy. Using reflexive thematic analysis and the concept of boundary work, the study identifies three key areas of contestation: professional remits, the clinical versus non-clinical nature of ultrasound services, and the timing and autonomy of care decisions. The findings suggest that commercial ultrasounds challenge established professional hierarchies, reshape parental agency, and contribute to the commodification of pregnancy. The study highlights the need for further research into the emotional dimensions of prenatal care and the implications of expanding private maternity services in publicly funded healthcare systems.