Natural Cycles’ ad branding it as a "highly accurate contraceptive app" and a "clinically tested alternative to birth control methods" was banned by the UK’s Advertising Standards Authority (ASA).

The UK supervisory body found the sponsored post to be deceptive after it received three grievances pertaining to it. The ad featured for nearly four weeks in the middle of 2017, before the company withdrew it from being alerted about the complaint. The ASA cautioned it "must not appear again in the form complained about".

The ASA advised the Swedish company, "to take care not to exaggerate the efficacy of the app in preventing pregnancies." The company’s spokesperson said it gave respect to the ASA’s decision.

The Natural Cycles app, awarded with the CE mark in Europe and sanctioned as a medical device for contraception, is available to users on a subscription of a month or a year. Along with a basal thermometer, it helps in contraception with protection during the fertile period. Morning temperature and the data about the users' cycle is fed manually in the app. The app uses its algorithm to notify the user when it has to use protection. 

Numerous clinical studies evaluating the efficacy of the app showed that it enhanced "the efficacy of traditional fertility awareness-based methods," an autonomous expert fact sheet published by the Swedish company said. 

 "We are committed to being open and transparent in our communications to ensure our message is clear and provides women with the information they need to determine if Natural Cycles is right for them. As part of these efforts, every advertisement undergoes a strict approval process," they said. "Natural Cycles has been independently evaluated and cleared by regulators in Europe and the US based on clinical evidence demonstrating its effectiveness as a method of contraception.”