Over the past few years, Elina Berglund, CEO and founder of Swedish fertility app Natural Cycles, has been well and truly through negative press. First came reports in Sweden of unintended pregnancies among women using the app, which tracks body temperature to predict when women are at their most fertile. Then in August this year, the company made headlines again when the UK’s Advertising Standards Authority ruled that one of its Facebook ads was misleading. The British press, and then sites across the globe picked up the story; they now make up more than a full page of Google news hits.
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