If you’re pregnant, chances are you’ve already googled “early pregnancy scan near me” at least once.
Waiting for your next ultrasound can feel endless. Many people just want a quick look, a heartbeat, or reassurance that everything is progressing as it should. So it’s no surprise that private ultrasound services — often advertised as “peace of mind”, “reassurance”, or “keepsake” scans — have become increasingly popular. Most of these services are well-intentioned. But it helps to understand what they’re designed for — and what they’re not.
Let’s start with the scans that are generally the least controversial. Later pregnancy keepsake or photo scans (often offered from around 24–28 weeks) are mainly about connection and memory-making. By this stage, most people have already had their key medical ultrasounds — dating scans, genetic screening, and the anatomy (morphology) scan.
At this point:
the pregnancy is well established
major structural checks have already been done
the scan is about seeing baby’s face, movements, or taking home a photo or video
When these scans are used purely as a keepsake — and not as a medical check — they’re generally considered low risk and can be a lovely experience. The important part is expectations: these scans are about memories, not diagnosis.
Things become more nuanced when scans are offered early in pregnancy, often from around 6–9 weeks, and described as “reassurance” or “peace of mind” scans.
Early pregnancy is a delicate and emotionally charged time. It’s also a time when ultrasound interpretation can be surprisingly complex. In those first weeks, scans may be used to assess:
whether the pregnancy is in the uterus
early growth and dating
whether a heartbeat is present (and whether timing explains what’s seen)
whether further follow-up is needed
That’s a very different purpose from simply taking a picture.
The concern isn’t that private scans are automatically unsafe. It’s that reassurance only works when it’s reliable.
If an early scan is performed by someone without appropriate training, clinical supervision, or a clear plan for what happens if something looks uncertain, there’s a risk of:
being falsely reassured when something has been missed, or
being left anxious by unclear information with no guidance on next steps
UK reporting in late 2025 drew attention to this issue, after professional bodies raised concerns about some high-street ultrasound clinics offering early reassurance scans without sufficient clinical oversight. The takeaway wasn’t that all private scans are bad — but that early pregnancy scanning requires expertise and proper medical governance.
One helpful way to think about it is this:
Medical (diagnostic) scans are done to assess health. They involve trained practitioners, written reports, and clear escalation if something isn’t right.
Keepsake or photo scans are done for experience and memory-making. They usually don’t include reports and aren’t meant to guide medical decisions.
Neither is “wrong” — they just serve different roles. Problems tend to arise when a scan is presented as offering reassurance but isn’t set up to safely provide it.
If you’re considering a private scan, a quick pause and a few questions can help:
Is this scan meant to be medical reassurance or purely a keepsake?
Who performs the scan, and what training do they have?
Will I receive a written report?
If something is unclear, what happens next?
And at any stage of pregnancy, if you’re experiencing pain, bleeding, dizziness, or simply feel something isn’t right, a boutique scan shouldn’t replace medical care.
Wanting reassurance during pregnancy is completely normal. Wanting a photo or video to remember the journey is too. Later pregnancy keepsake scans can be a joyful, low-risk experience when they’re used for what they’re meant for. Early pregnancy scans, however, carry more responsibility — and reassurance only helps when it’s backed by the right expertise and clear follow-up.
Understanding the difference helps you choose the right scan at the right time — and supports both your peace of mind and your safety.
Reviewed by Director of Nursing and Clinical Operations.