There was an advertising explosion: A review of the menstrual application where women enter their data

The UK’s Information Commissioner’s Office (ICO) launched an investigation after more than half of women using reproductive health apps noticed an increase in baby or fertility-related ads after signing up.

Nearly a fifth of women who saw the rise in targeted ads described it as “sad.”

The ICO will also examine whether companies are storing unnecessary amounts of data about women and whether people who sign up are being targeted for advertising purposes.

Privacy on women’s health apps has been put in the spotlight following shocking cases in the US where some companies were found to be selling information to third parties.

A report published last year warned that four-fifths of the UK’s most popular menstrual tracking apps were sharing personal data with third parties.

1,100 WOMEN WERE CONTACTED

Reproductive rights advocates have also raised the alarm that these types of apps could be used to track abortions in women who submit their data.

The ICO survey of 1,100 women found that greater value is placed on how data is used and how secure it is kept, rather than cost and ease of use.

An ICO spokesperson said: “As with all healthcare apps, we expect organizations to protect the privacy of their users and have transparent policies.”

“We will investigate next steps when we have more information, but will not hesitate to take regulatory action if necessary to protect the public.” saying.

To include it in the review, the organization is calling on more women who use these apps to share their experiences by participating in a new survey.