It’s Tough Being the First Birth Control App

April 2, 2019

(Bloomberg) – What they didn’t expect is that despite all the work they put into trying to follow the rules, they would still be vulnerable to criticism—in particular to a public-relations crisis that erupted last year after a number of Swedish users became pregnant unintentionally. Detractors questioned the integrity of Natural Cycles’ research and rejected the app’s designation as a contraceptive. “There are so many women who use the other apps as birth control, and they aren’t scientifically backed, and we are the ones that are getting criticism,” Berglund says.

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