Holly Willoughby steps out after backlash over free £1,495 MRI scan promotion

Holly Willoughby stepped out for errands in London on Tuesday, her first public appearance since drawing criticism for promoting a private multi-organ MRI scan that she received for free. The former This Morning host, 44, wore a black jacket with matching leggings and boots, paired with a light grey jumper and dark T-shirt, sunglasses and a black cap as she headed out.

Her sponsored post described the scan as a gift from Ezra Inc. and noted that it checks for early signs of cancer and more than 500 other conditions. Willoughby wrote that early detection saves lives and that the service’s London availability makes it worth it for her family. The message, which tagged the company as “gifted,” elicited mixed responses from followers, with some praising proactive health checks and others pointing out that the price and access are out of reach for many people. A number of commenters were critical, including one note that echoed the sentiment: “If only we were all so lucky.” The post’s comments have since been turned off.

The screening promoted by Ezra is billed as a 13-organ full-body MRI that lasts about an hour, with an optional additional lung CT scan and heart disease screening. The current price for the 13-organ scan is £2,395, while the lungs-and-heart “plus” option is an extra £300. Ezra’s chairs say the technology can detect cancer and other diseases at an early stage, potentially enabling earlier treatment and improved prognosis. The company has highlighted that AI-assisted processing speeds up scans and provides a scoring system to help doctors prioritize findings. Dr Daniel Durand, a radiologist and Ezra’s chief medical officer, has described the goal as giving people a proactive path to health. “We’re trying to give people the opportunity to be more proactive about their health,” he has said, noting the scan’s ability to detect conditions before symptoms arise.

The public discussion around Willoughby’s post mirrors a broader debate about the place of high-cost wellness scans in everyday healthcare. Celebrity endorsements have brought attention to such services, with Kim Kardashian, Cindy Crawford and Kate Hudson among others who have publicly shared their experiences. Critics have argued that luxury wellness tests are inaccessible to the majority and risk normalizing expensive interventions that are not routinely recommended for healthy individuals without risk factors.

Health experts often caution that routine, full-body scans are not universally recommended for the average healthy person. While proponents say early detection can save lives, many clinicians emphasize that decisions about screening should be individualized and guided by medical history and risk profiles. The latest disclosures come as health startups continue to expand in the UK and abroad, touting rapid screening options as part of a broader move toward preventive care.

In the broader market, Ezra’s offerings sit among several companies marketing high-end MRIs, with prices commonly pegged around £2,500. The promise of faster, AI-enhanced interpretation has helped drive demand, and proponents argue that shorter scan times could eventually reduce costs. Critics, however, maintain that the value of broad, asymptomatic screening remains contested and that public discussion should weigh both potential benefits and limitations.

As Willoughby resumes daily life in the capital, the episode underscores how celebrity visibility can amplify conversations about health technology, access, and affordability. Whether these powerful tools become standard options for more people may depend on further review of clinical utility, cost-effectiveness, and equitable access in the years ahead.

![Holly Willoughby stepping out](