Your period tracker knows a lot about you — and it may not be keeping it private.
We’re used to apps knowing things about us. But when it comes to period trackers and fertility apps, the information we share is deeply personal. From cycle symptoms to sexual activity and pregnancy plans, it’s a level of detail that goes far beyond your average app — and it’s why growing numbers of people are asking serious questions about how that data is used.
Right now, Flo Health Inc. is facing class action lawsuits in Canada and the US. The accusations? That Flo shared intimate health data with Facebook, Google and others — even after promising users their data would remain private.
But how exactly could that data be used? And why would tech giants want it in the first place?
Targeted ads powered by your most personal details
At the heart of the case is something called an SDK — a piece of software that allows apps to collect data and send it back to platforms like Facebook and Google. These SDKs help apps monitor user behaviour, but they also allow big tech companies to build up digital profiles that power targeted advertising.
Let’s say you’re tracking your period in Flo. You log information about your cycle, symptoms, sex life, or whether you’re trying to get pregnant. If that data is passed to a third-party ad network, it could be used to:
Show you fertility treatments or pregnancy-related products
Predict your likelihood of wanting baby products, supplements or contraception
Influence what content you see in social media feeds
Track your future online behaviour using a unique digital profile
It turns your intimate health information into a commodity — and you’re the product.
Why this matters for UK users
Here in the UK, we’re protected by GDPR, which places strict controls on how companies handle sensitive health data.
Consent must be freely given, specific and informed. So if any of this data sharing happened without your knowledge or agreement, it could be a breach of your rights — and you may be entitled to compensation.
This is about trust. And it’s about holding companies accountable when they misuse our data.
At Join the Claim, we’re following this case closely. If a UK group action launches, we’ll help you find out if you’re eligible.
