Contraception app advert banned by UK regulator


An advert on Facebook for an app that provides a natural alternative to contraception has been banned by the UK’s Advertising Standards Authority.

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Claims that it was “highly accurate” and “provided a clinically tested alternative to other birth control methods” were found to be misleading.

Moving on.

It told the BBC that it removed the ad, which ran for approximately four weeks in mid-2017, as soon as it was notified of the complaint.

“We are committed to being open and transparent in our communications to ensure our message is clear and provides women with the information they need to determine if Natural Cycles is right for them. As part of these efforts, every advertisement undergoes a strict approval process,” the firm said in a statement.

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Contraception app advert banned by UK regulator


“Natural Cycles has been independently evaluated and cleared by regulators in Europe and the US based on clinical evidence demonstrating its effectiveness as a method of contraception.”


Basal thermometers are able to detect a minor rise in temperature around the time of ovulation. Women will see a “use protection” warning appear on the app during their fertile days.

Launched in 2014, the app now has more than 300,000 users who pay a monthly or annual fee for the service.


It has previously been approved for use as a medical device by German inspection and certification organisation Tuv Sud, which means it can be used across the EU.

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Fertility App Natural Cycles Has Been Told To Stop Claiming It Is A ‘Highly Accurate’ Contraceptive

Natural Cycles, the fertility app, will no longer be allowed to claim it is a “highly accurate” and “clinically tested alternative to birth control” by the Advertising Standards Authority (ASA).

The ASA has banned a Facebook ad which made the claims on the grounds they were “misleading” and has told Natural Cycles not to repeat them.

Jumping ahead.

Natural Cycles said the claims were based on clinical studies. It said when a person used the app exactly as instructed it had 99% effectiveness. But the ASA pointed out that the app requires users to input accurate information including hormone levels – which could lead to errors – and said that taking into account “imperfect” use of the app brought it to around 91.7% effectiveness in preventing pregnancy. 

  • Publisher: HuffPost UK
  • Date: 2018-08-29T00:01:20+01:00
  • Twitter: @HuffPostUK
  • Citation: Web link

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