Ad probe on contraception app

THE Advertising Standards Authority is probing a contraceptive app that claims to be “highly accurate” following complaints.

The watchdog is looking at a paid-for Facebook post plugging Natural Cycles as a “highly accurate, certified contraceptive app that adapts to every woman’s unique menstrual cycle” and saying it is a “clinicallySTUNNING tested alternative to birth control methods”. The ASA has received three complaints, alleging the claims to be misleading and that they cannot be substantiated. It said it had yet to make a decision and would publish the findings of its probe “in due course”.

In January, the app had to defend itself over links to 37 unwanted pregnancies.