Sonograms R Us

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Doctors are also concerned about the proficiency of retail sonographers, who aren't supposed to provide medical diagnoses but sometimes do. Sonographers in doctors' offices take at least 18 months to get their licenses, whereas training requirements vary widely from retailer to retailer. "You want someone there who can actually interpret the ultrasound for you, so you don't go away either frightened by something you think you saw or, worse, reassured that things are fine when in fact there's something wrong," says Riley. Many an obstetrician has seen patients who have spent sleepless nights worrying after being told--incorrectly--by a keepsake-ultrasound technician that their baby may have a major defect.

The FDA has issued several warnings over the past decade against the use of keepsake ultrasounds, and last year its consumer magazine went so far as to list an address readers could use to alert compliance officers whenever retail sonographers set up shop in their community. Since then, a few states, including California and Illinois, have proposed legislation banning such ultrasounds. In the meantime, says Copel, "physicians can do a fair amount to blunt the impact of these places." If provided with a blank videotape beforehand, his staff will happily pop it into the VCR and record the sonogram for posterity. Some of his colleagues will do the same with DVDs. "But we do it only when there is a medical indication to do the ultrasound," he emphasizes. And patients eager to have the full sentimental experience will have to add their own music. --With reporting by Rita Healy/Denver