Health and Safety Risks of Period Data ‘Gold Mine’ Revealed

Recent findings reveal that menstrual cycle tracking apps serve as significant resources for advertisers, yielding valuable insights for customer profiling. This extensive data allows businesses to customize their marketing campaigns to target specific consumer demographics effectively. However, a report highlights that the implications of such practices extend beyond mere advertising—users face risks to their privacy and security.

The comprehensive report from the University of Cambridge’s Minderoo Centre for Technology and Democracy, released on June 10, outlines alarming threats that users of these apps may encounter. The misuse of personal data can lead to serious repercussions, including detrimental impacts on employment opportunities, workplace surveillance, health insurance discrimination, and even cyberstalking. Disturbingly, the study indicates that such data has been weaponized to restrict abortion access in the U.S., underscoring the urgent need for awareness and regulation.

A staggering number of individuals, estimated in the hundreds of millions, utilize period tracking applications. A 2024 analysis suggests that the cumulative number of downloads for the top three apps surpasses 250 million. The companies behind these platforms capitalize on the extensive user data they gather, particularly regarding pregnancy information. According to the findings from the University of Cambridge report, this data type is deemed 200 times more valuable to advertisers than basic demographic information such as age, gender, or geographical location.

Research conducted by Privacy International, a U.K.-based nonprofit, in 2019 and 2020 unveiled that numerous apps were found to directly share personal information with advertisers. A follow-up study released on May 28 revealed that although significant strides have been made in enhancing data privacy protocols among major menstrual app developers, many still collect device data from users in both the U.K. and U.S. without providing meaningful consent.

In an insightful exploration of user behavior, Stefanie Felsberger, a sociologist and the lead author of the University of Cambridge report, conducted interviews with users of period tracking apps in Austria. She was astonished to discover that many respondents did not perceive their menstrual data as personal or intimate, nor were they fully aware of its substantial commercial value.

“Period tracking apps gather a wide array of information,” Felsberger informed Gizmodo. “They don’t solely limit data collection to menstrual cycles; they also encompass users’ reproductive choices, sexual activities, general wellbeing, and medication intake,” she elaborated. In addition, these apps collect various background details about users, including their age, gender, IP addresses, behavioral patterns within the app, and device specifications.

“Our understanding of how and where this data is shared, and who has access to it, is still limited and continuously evolving,” Felsberger stated, emphasizing the opaque nature of data handling.

In the United States, menstrual tracking apps are classified as general wellness devices, which means that the data they gather do not receive any special legal protections, according to Felsberger. This lack of regulation enables not only advertisers but also governmental bodies to exploit this data, potentially using it to restrict abortion access.

Felsberger’s report cites two notable cases that illustrate the misuse of menstrual data, although it did not originate specifically from period tracking apps. These instances reveal how governmental authorities can leverage such information to impose restrictions on abortion access at both the state and federal levels.

In 2019, the Missouri state health department utilized menstrual tracking data to investigate instances of failed abortions. They monitored patients’ medical ID numbers, the gestational ages of fetuses, and the timing of medical procedures. Consequently, the state attempted to revoke the license of the St. Louis Planned Parenthood clinic, the only abortion provider in the state at that time. This action led to a protracted legal battle that ultimately reinstated the clinic’s license.

During the administration of President Donald Trump, the federal Office of Refugee Resettlement monitored the menstrual cycles of unaccompanied minors seeking asylum in the U.S. Their intent was to prevent these vulnerable individuals from obtaining abortions, even in cases of rape. A freedom of information request by MSNBC revealed a spreadsheet containing sensitive details, including the minors’ menstrual cycle dates, pregnancy lengths, the nature of sexual encounters, and whether an abortion had been sought.

These alarming cases highlight the critical need for robust protections surrounding users’ menstrual tracking data, particularly in the wake of the Dobbs decision. Since the overturning of Roe v. Wade in 2022, access to abortion services has become increasingly fragmented across the United States, with 13 states enacting total bans and 11 others imposing significant restrictions.

In contrast, individuals in the European Union and the U.K. benefit from more stringent legal protections for period tracking apps. However, Felsberger notes that these regulations are often poorly enforced. The privacy policies of these apps tend to be vague, making it challenging for users to understand who can access their data.

“App developers and companies bear a significant responsibility because they present themselves as facilitators for individuals seeking to understand their menstrual cycles,” she stated. “It is imperative that they prioritize data security and maintain transparency about their data usage practices.” Additionally, she calls for stronger federal regulations, especially in the U.S., to safeguard users.

Considering that these applications provide invaluable health insights, it is unrealistic to expect users to abandon them entirely. However, Felsberger suggests opting for non-commercial period tracking apps that emphasize data privacy. These alternatives are typically managed by nonprofit organizations or research institutions that do not sell user information to third parties.

As the landscape of reproductive health becomes increasingly precarious in the United States, it is crucial to comprehend how third parties may exploit your menstrual data. Awareness and informed choices are more important than ever.

“Menstrual tracking data is being used to control people’s reproductive lives,” Felsberger asserted in a statement from the University. “This sensitive information should not be entrusted to private companies.”