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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.

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

The Swedish firm behind the Natural Cycles app was warned “not to exaggerate” its efficacy.

In response, the firm said it respected the outcome of the investigation.

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.

“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.”

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The ASA said that the Facebook ad must not appear again in its current form.

Natural Cycles requires women to take their temperatures every day using a basal body thermometer and to enter the reading into the app, which also tracks a user’s menstrual cycle.

The app uses an algorithm to determine a woman’s daily fertility based on changes in basal body temperature.

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 was invented by Swedish nuclear physicist Elina Berglund Scherwitzl and her husband.An advert on Facebook for an app that provides a natural alternative to contraception has been banned by the UK’s Advertising Standards Authority.

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

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The Swedish firm behind the Natural Cycles app was warned “not to exaggerate” its efficacy.

In response, the firm said it respected the outcome of the investigation.

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.

“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.”

The ASA said that the Facebook ad must not appear again in its current form.

Natural Cycles requires women to take their temperatures every day using a basal body thermometer and to enter the reading into the app, which also tracks a user’s menstrual cycle.

The app uses an algorithm to determine a woman’s daily fertility based on changes in basal body temperature.

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 was invented by Swedish nuclear physicist Elina Berglund Scherwitzl and her husband.

The post Contraception App Advert Banned by UK Regulator appeared first on Tatahfonewsarena.



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