Holly Willoughby’s private full-body MRI post sparks backlash over cost and access

Holly Willoughby has drawn backlash after posting about a private multi-organ MRI scan that cost £1,495, saying it was gifted from Ezra, a UK health-tech company. The TV presenter, 44, described the test as part of a promotional partnership and noted it screens for early signs of cancer and more than 500 other conditions. The post was labeled as gifted and Willoughby has since disabled comments.

The private scan lasts about an hour and covers 13 organs; an additional option for a lung CT and heart disease screening is offered. Ezra markets its AI-powered service as a proactive health measure that can detect conditions before symptoms appear.

Ezra recently expanded into the UK, marking a major step beyond its launch in the United States. The company says early detection is a core benefit and that more people could gain access as the service becomes more widely available. Pricing listed by Ezra shows a £2,395 price for a 13-organ full-body scan, with the lungs-and-heart 'plus' option priced at £300. In Willoughby's post, the service was described as a gift, and the aim is to raise awareness and make early detection more accessible.

Reaction on social media was swift. Some fans criticized the cost, arguing that such tests remain out of reach for most people, especially amid rising living costs. The post also carried a paid-ad label, and Willoughby has disabled comments after the backlash.

The wider context includes celebrity attention on full-body scans. Kim Kardashian and Cindy Crawford have publicly shared similar tests, drawing criticism that even if the technology can help some patients, it is not accessible to many.

Medical guidance on routine full-body scans remains cautious. Most experts do not recommend these scans for healthy individuals with no symptoms, noting the potential for false positives and unnecessary follow-up procedures. Radiology professionals say the value of such screenings is limited to high-risk groups or specific clinical indications.

Industry and technology context: Prenuvo and Ezra are among a growing group of health-technology startups offering high-cost MRIs that researchers say can detect cancers and other diseases years before symptoms in some cases. Companies describe the tests as a tool for proactive health management, with AI-assisted analysis accelerating results and prioritizing findings. As technology evolves, proponents say times may shrink and costs could fall, though current prices remain steep for many.

The episode highlights ongoing debates about how celebrity wellness messaging intersects with access to preventive care, and whether high-cost screening should be normalized or reserved for defined medical contexts.