Cycle tracking apps offer valuable insights into women’s reproductive health, enabling better family planning and health monitoring. However, privacy and security concerns have emerged, with some apps engaging in intrusive data practices.
This article addresses these concerns and offers advice for app developers in this space.
Privacy intrusion beyond tracking apps
Privacy intrusion is a growing concern across the internet, affecting various websites and apps. Many platforms collect user data including browsing history, location data, and purchase history. They subsequently share it with third parties who will wield this information for targeted advertising. This not only annoys users but also leads to discrimination, service denial and unwanted tracking.
A recent report was produced by the Information Commissioner’s Office (ICO), the UK’s data protection authority. They found that over 50% of women using these apps are concerned about their data security and believe they receive targeted advertising based on the app data without their consent.
Privacy International, a UK based charity, conducted a study of five popular apps and found that companies held very intimate details regarding women’s reproduction. It was found that some menstruation apps have shared their users personal and intimate details on Facebook, without their consent.
Risks of engaging in privacy intrusive practises
Advertiser funded apps integrate with various ad networks and face greater security risks due to varying security standards. If users learn that your app is collecting or sharing their data without their consent, it can damage your reputation and erode user trust.
The Federal Trade Commission settled with Flo, a cycle tracking app, requiring an independent privacy policy review and affirmative user consent for data sharing with third parties.
Privacy advocates are concerned about intrusive marketing practices, leading to ongoing legal cases. The ICO vows regulatory action to protect the public. Furthermore, customers increasingly value privacy and are more willing to pay more for the products and services that prioritise it.
Customers are willing to pay more for privacy
As most of these apps are free on app store, developers should consider charging a fee for the app, emphasising privacy and data protection in their promotional materials. Using resources to implement strong privacy and data protection measures will build customer trust. 79% of consumers are willing to pay more for enhanced privacy as indicated by a Cisco study.
In an era where privacy has become a crucial concern for customers, companies can leverage robust privacy features and policies as a key differentiator in the market. Apple, for example, has been a forerunner in using privacy as a selling point, emphasising data protection and user privacy in its marketing and product development. In its Health App, for example, users can store encrypted health data on their devices and ensure privacy.
Ways to enhance data security and user trust
- Prioritise privacy – Take inspiration from privacy trailblazers.
- Display transparency – Show users how you use collect and use data.
- Gain user consent – Obtain consent for collection and use, especially when sharing with third parties. Allow users to opt-out of data sharing or targeted marketing.
- Minimal data collection – Collect only data that is necessary for the functionality of the app.
- Implement robust security measures – Protect user data from unauthorised access, use or disclosure.
Privacy is not just a legal obligation; it is a competitive advantage and helps build trust with customers.
