The british equivalent to the reklamombudsmannen Advertisting Standards Authority (ASA) has banned the Swedish preventivmedelsappen Natural Cycles that portray its product as ”very reliable" (highly accurate) in its marketing.
Already, in July, reported the Guardian that the company was under scrutiny in the Uk after suspicions about the misleading marketing.
ASA is a view that it is to mislead the customers after that the wording appeared in an ad on Facebook.
In the ad, describe the Natural Cycles of the own app to be very reliable, certified and customizable for every woman's menstrual cycle.
But this post has resulted in five complaints, and last month chose ASA to launch an investigation into the app's effectiveness.
In its judgment state the authority to claim if the security can be a perception that the app is a reliable method of contraception, which can get women to start using it instead of other established methods of contraception, including those who have been very reliable to prevent unwanted pregnancies.