Apps claiming to offer women control over their menstrual cycles are being marketed in Sweden with potentially inaccurate claims. These applications utilize terms like “control,” “natural,” and “empowered women” to attract users, but their efficacy and data handling practices are under scrutiny. Concerns center around the accuracy of predictions regarding fertility and menstrual cycles, alongside questions about how user data is collected, stored, and potentially utilized. Experts warn that relying solely on these apps for family planning or health decisions could be risky due to these inaccuracies. The marketing often implies a scientific basis that isn't fully supported, leading to potential misinformation for users in Sweden. Regulatory bodies are now examining the advertising and data privacy policies associated with these popular menstrual tracking applications across Sweden.