Menstrual tracking app data is a ‘gold mine’ for advertisers that risks women’s safety

Cambridge researchers urge public health bodies like the NHS to provide trustworthy, research-driven alternatives to platforms driven by profit.

Women deserve better than to have their menstrual tracking data treated as consumer data - Prof Gina Neff

Smartphone apps that track menstrual cycles are a “gold mine” for consumer profiling, collecting information on everything from exercise, diet and medication to sexual preferences, hormone levels and contraception use.

This is according to a new report from the University of Cambridge’s Minderoo Centre for Technology and Democracy, which argues that the financial worth of this data is “vastly underestimated” by users who supply profit-driven companies with highly intimate details in a market lacking in regulation.

The report’s authors caution that cycle tracking app (CTA) data in the wrong hands could result in risks to job prospects, workplace monitoring, health insurance discrimination and cyberstalking – and limit access to abortion.

They call for better governance of the booming ‘femtech’ industry to protect users when their data is sold at scale, arguing that apps must provide clear consent options rather than all-or-nothing data collection, and urge public health bodies to launch alternatives to commercial CTAs.