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Case in point: Natural Cycles Facebook advertisement withdrawn
  1. Lara Shemtob1,
  2. Rebecca Littlewood2
  1. 1 Royal Free London NHS Foundation Trust, London, UK
  2. 2 Whittington Health NHS Trust, London, UK
  1. Correspondence to Dr Lara Shemtob, Royal Free London NHS Foundation Trust, London, NW3 2QG, UK; lara.shemtob{at}

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On 29 August 2018, news broke of an Advertising Standards Authority (ASA) ruling calling for a Natural Cycles paid Facebook advertisement to be withdrawn.1 Natural Cycles is a fertility awareness-based (FAB) contraceptive app, which has caused unease amongst researchers and clinicians in the way it is marketed to the public. The concerns centre around a patchy evidence base being presented in a biased way, in an advertising environment simply not set up for regulating medical devices on social media, outlined by Hough et al in their Personal View article.2

After around half a million downloads of the …

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  • Competing interests None declared.

  • Patient consent Not required.

  • Provenance and peer review Not commissioned; internally peer reviewed.

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