UK regulator says ad for birth control app were misleading

FILE - In this Friday, Aug. 17, 2018 file photo, a woman demonstrates using the Natural Cycles smartphone app, in London. Britain's advertising regulator, the Advertising Standards Authority, ruled Wednesday Aug. 29, 2018 that the ad by Swedish startup Natural Cycles shouldn't appear again because there wasn't evidence to back up the app's claims. (AP Photo/Nishat Ahmed, File)

LONDON — Britain's advertising regulator says a birth control app's Facebook advertisement contained misleading claims that breached the country's advertising code.

The Advertising Standards Authority ruled Wednesday that the ad by Swedish startup Natural Cycles shouldn't appear again because there wasn't evidence to back up the app's claims.

The decision came after the agency received complaints about the ads which claimed the app was "highly accurate" and a "clinically tested alternative to birth control methods."

Earlier this month, Natural Cycles became the first ever digital contraceptive device to win marketing approval from the Food and Drug Administration in the U.S.

Women use the app to record their temperatures and track their menstrual cycle. An algorithm determines when they're fertile.

Swedish regulators are also investigating following reports of unwanted pregnancies.

People also read these

Films by Gomis, Tucci delight viewers at Berlin...

Feb 11, 2017

Senegalese director Alain Gomis has delighted viewers at the Berlin Film Festival with his movie...

London fashion: Versus rocks on; Wickstead favors...

Feb 18, 2017

London Fashion Week has kicked off its second day, with Saturday's shows including the latest...

Duchess of Cambridge pool-playing skills deemed...

Feb 22, 2017

The Duchess of Cambridge has shown off her pool-playing skills _ though one teenager was not...

Leicester team on defensive breaking silence on...

Feb 25, 2017

Two days after Claudio Ranieri's firing, Leicester players went on the defensive to insist they...

Part of Rio Carnival float collapses, injuring 12

Feb 28, 2017

The top of a float has collapsed during Rio de Janeiro's world famous Carnival parade, injuring at...

About Us

Kayak Away aims to bring the latest news, techniques, destinations, and stories that inspire you to get on the water. We are all here together to share all the awesome tips and tricks to kayak.

Contact us: sales[at]kayakaway.com

Subscribe Now!