A CONTRACEPTIVE app’s claim to be “highly accurate” is under investigation after it was the subject of complaints.
The Advertising Standards Authority (ASA) said it was probing a paid-for Facebook post in relation to the app.
The watchdog said the app had described itself as a “highly accurate, certified, contraceptive app that adapts to every woman’s unique menstrual cycle” and said it is a “clinically-tested alternative to birth control methods”.
The ASA has received three complaints about the social media post, alleging the claims to be misleading and that they cannot be substantiated. The watchdog said it had yet to make a decision in the case and would publish the findings of its formal investigation “in due course”.
In January the app was forced to defend its technology after being linked to 37 unwanted pregnancies. According to a report in Sweden – where the company is based – at least 37 women have become pregnant while using the app, which has led to the country’s Medicines Agency being notified by one hospital.
In response to that, Natural Cycles said cases of unwanted pregnancy are an “inevitable reality” with any form of contraception, not just their app.
Natural Cycles uses a thermometer, linked smartphone app and machine learning algorithms to determine when a woman is fertile.
Last year it was certified in the EU as a medical device intended to be used for contraception, and the app markets itself as a viable alternative to the pill and other hormonal treatments because it lacks the side effects.
Why are you making commenting on The National only available to subscribers?
We know there are thousands of National readers who want to debate, argue and go back and forth in the comments section of our stories. We’ve got the most informed readers in Scotland, asking each other the big questions about the future of our country.
Unfortunately, though, these important debates are being spoiled by a vocal minority of trolls who aren’t really interested in the issues, try to derail the conversations, register under fake names, and post vile abuse.
So that’s why we’ve decided to make the ability to comment only available to our paying subscribers. That way, all the trolls who post abuse on our website will have to pay if they want to join the debate – and risk a permanent ban from the account that they subscribe with.
The conversation will go back to what it should be about – people who care passionately about the issues, but disagree constructively on what we should do about them. Let’s get that debate started!
Callum Baird, Editor of The National
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules here