Contraceptive app Natural Cycles has stated it ‘respects’ the UK Advertising Standards Authority’s ruling that its Facebook advertisement misled the public.
The Stockholm-based company is revamping its advertising and communications following complaints made to the ASA last year. Launched in 2014, the app offers a natural alternative to contraception but has faced criticism for claims of being ‘highly accurate’ and providing ‘a clinically tested alternative to other birth control methods’. Several users have reported becoming pregnant while following the app’s instructions.
In a statement, the company said, ‘We respect the outcome of the investigation by the UK Advertising Standards Authority (ASA) into one Facebook advertisement, which ran for approximately four weeks in mid-2017. The investigation was initiated nearly 12 months ago and the advertisement was removed as soon as we were notified of the complaint.’ This triggered an internal review of all of Natural Cycles’ advertisements and broader communications, ensuring the clarity of their message and providing women with necessary information to determine if Natural Cycles is suitable for them.
To support these efforts, every advertisement now undergoes a strict approval process by a dedicated taskforce to ensure it presents an accurate overall impression to viewers. The company actively seeks user feedback to improve its communications quality and plans to enhance its collaboration with third parties to test and refine its marketing approach.
Natural Cycles has been independently evaluated and approved by regulators in Europe and the US based on clinical evidence demonstrating its effectiveness as a method of contraception. The US Food and Drug Administration described the app as effective if ‘used carefully and correctly’.
However, following a complaint lodged by three individuals, the ASA identified a distinction between the app’s typical use and its perfect-use scenario. This distinction led to the conclusion that the app could not be described as highly accurate. To use the app, users must take their temperature daily using a basal body thermometer to detect slight rises in temperature around ovulation. The app then uses an algorithm to analyse fertility based on these temperature changes and tracks the user’s menstrual cycle. The app’s 300,000 paying users are advised to use protection if they are fertile.
Post-investigation, Natural Cycles has committed to ensuring transparency and accuracy in its advertising, with measures including a stringent approval process and user feedback integration.
