Birth control app Natural Cycles ran a misleading Facebook ad claiming to be ‘highly accurate’

A Facebook ad for the smartphone app Natural Cycles promising a "highly accurate" birth control method has been banned for making misleading claims by the UK's advertising regulatory body today.

The Advertising Standards Authority (ASA) investigated the claims made in a Facebook ad after it received complaints about the app. The ad said the app was clinically tested and highly accurate, but the ASA's investigation found that the ad exaggerated how effective the app is.

The words "clinically tested" and "highly accurate" together could be falsely interpreted by consumers to mean that Natural Cycles is an effective means of birth control that could replace other established birth control methods, said the ASA.

The Natural Cycles app, which...

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