As many as 50 million people have engaged with menstrual and cycle tracking apps (CTAs), often unaware that their personal data—ranging from period dates to potential pregnancy details—might be sold to third parties for advertising and research. Experts warn that this data could be misused, leading to serious repercussions, and assert that Australian women have every right to feel outraged.
CTAs are crucial components of the expanding femtech market, expected to exceed US$60 billion (AU$92.4 billion) by 2027. Predominantly employed for menstrual and fertility tracking, these apps accumulate sensitive information about users’ reproductive health and personal lives, which can be monetised without proper consent. According to a University of Cambridge report, this data is likened to a “gold mine” for those involved in consumer profiling.
The implications of data misuse are grave. It could not only facilitate targeted marketing but also exacerbate risks related to intimate partner violence, job discrimination, and other health-related issues. For instance, in the UK, authorities are authorised to examine a woman’s phone data in instances of unexplained pregnancy loss, and in the US, officials have previously gathered menstrual data to target reproductive rights. While Australia may seem insulated from such scenarios, experts like Dr. Tessa Copp caution against complacency, highlighting how swiftly reproductive rights can decline, as seen in the US.
Dr. Emmalee Ford from the University of Newcastle remarked that the revelations in the report are alarming yet predictable, emphasising that when apps are offered for free, users often become the product. Many Australians, seeking convenience and family planning aids, often overlook the potential dangers of their data being traded without transparency. A recent study noted that many mainstream fertility apps mislead users regarding privacy protections and offer limited control over data usage.
The issue lies partly in complex privacy agreements that obscure the nature of data sharing. While users must consent, many lack the understanding needed to make informed decisions regarding sensitive personal information. Furthermore, CTAs are typically marketed as medical tools, despite the absence of regulatory standards, raising concerns about the safety of their use.
The Cambridge report proposed several recommendations, including stricter regulations for handling sensitive health information, improving user data protection practices, increasing awareness of period tracking, and encouraging public health bodies to create their own CTAs. The need for more transparency and user control over personal data is critical, demanding greater accountability from app developers.
In conclusion, there is a pressing need for improved regulations to protect users’ data rights. Australians should be empowered to make informed choices without the burden of intensive research into privacy policies and, more crucially, have the option to engage with apps without mandatory data sharing.