Anna Hartz
This Is How Your Data Can Be Used Against You
More and more women are using apps to track their periods. Right now, over 250 million people around the world use them, according to British researchers.
Some use the apps to predict when their period will start. Others use them to track ovulation and plan pregnancy.
It may seem harmless. But new research from Cambridge University shows that these apps come with real risks, reports Videnskab.
Data Used for Ads Targeted at Women
The study explains that period tracking apps in the U.S. and the U.K. have shared user data with companies like Meta and Google.
That data was used to target ads for products aimed at pregnant women or women trying to become pregnant.
The researchers say that information about a woman’s fertility is extremely valuable. Pregnancy changes shopping habits more than almost anything else in life.
That makes these apps very appealing to companies that want to predict what someone will buy.
Some apps collect bleeding patterns. That data can give clues about whether a woman is pregnant or trying to be. This creates a market worth billions, based on sensitive health data.
Not all apps are dangerous. If the app stores data only on your phone, it may be safe.
“You’re the Product”
But as professor Claus Ekstrøm from the University of Copenhagen says, “If the app is free, you’re probably the product.” He warns that users often give away personal information in exchange for using the app.
There are other serious concerns. Some apps, like Flo, allow user data to be shared with police during investigations.
That could lead to legal problems in places where abortion is banned after a certain number of weeks.
Employers could also misuse data to avoid hiring someone who may be pregnant. Insurance companies might charge more if they detect health conditions like PCOS.
In the U.S., these apps are not seen as medical tools. That means weaker rules. EU laws offer more protection, but experts say those rules still don’t go far enough.
Researchers suggest apps should always include a delete button. That way, users can remove their data anytime. They also say countries should build public apps focused on research—not profit.