Fertility and period app data sharing to be reviewed by regulator

How companies are using data collected in fertility and period apps in the UK will be reviewed by the Information Commissioner's Office (ICO), to identify whether any potentially harmful practices are occurring.

Over half of women have experienced an increase in baby or fertility-related adverts online since signing up to fertility or period apps, a recent survey by the ICO showed. One in six survey respondents also reported they found these adverts distressing. Now the ICO wants to determine if data processing by companies who provide these apps could cause harm or negative effects to users. It has contacted companies who provide these apps for details on how they process users' personal information as part of the review, and has issued a call for evidence from women who think their data has been misused, which is open until 5 October 2023.

'As with all health apps, we would expect organisations to safeguard their users' privacy and have transparent policies in place. This review is intended to establish both the good and bad of how the apps are working currently. Once we have more information, we will explore next steps, but we will not hesitate to take regulatory action to protect the public if necessary,' said Emily Keaney, deputy commissioner of regulatory policy at the ICO.

One third of 1150 women who responded to the ICO's survey reported they used fertility and period apps to track their cycle. Over half of women who responded said data security and transparency over how their data was used, was important to them, when choosing an app.

'These statistics suggest data security is a significant concern for women when it comes to choosing an app to track their periods or plan or prevent pregnancy. That's not surprising, given the incredibly sensitive and personal information involved,' added Keaney.

Women will be asked about positive or negative experiences they have had using these apps in the latest call for evidence, in a bid to get a broad picture of the way these apps are used, as well as potential for harm.

The ICO said it would be looking for evidence of 'unnecessarily complicated and confusing privacy policies', as well as storage of unnecessary volumes of user data, and evidence of inappropriate targeting of adverts they did not sign up for, as part of its review.

Data collected by the apps includes data on menstruation, ovulation, contraception, sexual activity, pregnancy and pregnancy loss, fertility treatment and other health data.

A report last year carried out by the Organisation for the Review of Care and Health Apps, an independent company which assesses health app safety for the NHS, found that out of 25 fertility and period apps reviewed, 21 shared data with external third parties and only one demonstrated best practice over obtaining user consent for data sharing.