According to the BBC, the ad claimed that the app provided a clinically tested alternative to other birth control methods which was found to be exaggerated after the ASA received multiple complaints.
The controversial fertility app said the claims were based on clinical studies and if a user uses the app to its full potential, it has the capability to reach a 99% effectiveness rate.
A hospital in Stockholm reported that 37 out of the 668 women who sought abortion over a four-month period had been using Natural Cycles to prevent unwanted pregnancies.
