Navigating the Intersection of FemTech and Data Privacy
Written by Dr. Brittany Barreto, Founder & CEO, FemHealth Insights
In an era witnessing a concerning global backlash against women's rights, the FemTech industry emerges as a beacon of empowerment, offering women control over their health and addressing gaps in healthcare access. However, as women increasingly turn to technology during vulnerable life moments, they find themselves susceptible to exploitation within the complex and opaque digital advertising industry that underpins the internet.
The Landscape of Exploitation
The most lucrative internet business model revolves around collecting personal data to target individuals with online ads. With growing concerns about the intrusive nature of online advertising, a call for reform becomes imperative. The study, "A Way Forward", led by Lucy Purdon, a Senior Tech Policy Fellow at Mozilla Foundation, advocates for incorporating a gender perspective into ongoing digital advertising reform in the UK and EU. The ultimate goal is to protect women's privacy and stimulate a cultural shift in our relationship with tech companies.
Harms and Vulnerabilities
The report outlines various harms stemming from unbridled data collection, emphasizing that maintaining control over personal and intimate information is crucial for women's mental and physical safety, especially during moments of specific or temporary vulnerability - for example miscarriage, or abortion. Exploiting these vulnerabilities with targeted advertisements such as preparing for childbirth can be emotionally painful to the woman, but could also put her at physical risk if an abusive partner happened to see the advertisements on her social media feed.
Many FemTech applications collect sensitive health data, including menstrual cycle information, fertility data, and sexual activity details, placing women at risk both on and offline. Excessive data collection can perpetuate harmful stereotypes and lead to targeting women with inappropriate products, further impacting mental health and reinforcing outdated societal “norms”. For example, via a women’s health app that indicates that she just had a baby, brokers could sell this data to weight loss companies. Suddenly, targeted “slimming” and “beauty” product ads are perpetuating expectations of gender norms to already vulnerable women, and further removing women from the factual experience of motherhood.
Barriers to Change
Several barriers impede progress in protecting women's data and privacy. Taboos around discussing women's bodies, limited funding for women's health, and a lack of investment in female-led businesses contribute to the challenges.
To change policy and technology to protect women’s health data, we need to discuss the experience of women’s health and currently, this is a discussion often led by women’s health activists, versus technologists and policymakers. This needs to change, and all parties with a vested interest need to be actively involved in the conversation.
“A Way Forward” highlights the opacity and complexity of the digital advertising industry, expecting individuals to manage their online privacy comprehensively. The absence of special protections explicitly for women and the constant evolution of tracking methods add to the complexity.
The lack of funding for femtech companies leads startups to use pre-developed software called software development kits (SDKs). These are pre-loaded with data scraping tools that may not be obvious to the startup founder, so we need to ensure that founders are aware, and are equipped to make the necessary changes.
And the elephant in the room is that targeted advertising to female consumers is critical for the femtech industry to survive. How can a maternal health company not use consumer demographics to target ads to pregnant people? Of course, they will want and need to do that especially if they have investment and need to scale quickly. So how can we not collect data on women’s health to protect them but also show them relevant ads of fantastic new femtech products that will enhance their health and experience?
Priorities for Reform: Policymakers' Role
The report presents clear priorities for policymakers, urging them to conduct gender-focused research on the harms of digital advertising. Recognizing the importance of protecting women's data as a safety issue, the report recommends considering a ban on sharing sensitive personal data for advertising purposes. Policymakers are called upon to address the opaque nature of the industry by bringing AdTech companies and data brokers out of the shadows, potentially through a public register of data brokers.
The study emphasizes the need for a multi-pronged approach, combining data protection measures with consumer protection frameworks. Policymakers are encouraged to prioritize the development of ad libraries for transparency and invest in research on discriminatory targeting, and targeting of vulnerable populations. Additionally, the report underscores the importance of supporting female founders and businesses as part of broader strategies for women's health, alternative advertising models, and the future of AI.
Priorities for Support and Enforcement: Regulators' Role
Regulators are urged to bring data brokers into the light by supporting the recommendation for a public register. Investigations into the extractive nature of technologies like pixels and SDKs are deemed crucial from a data protection perspective. The inclusion of deletion orders in enforcement notices and the exploration of alternative ways to present privacy policy information is highlighted. Regulators are encouraged to support frameworks that enhance transparency and user awareness.
Priorities for Action: FemTech Founders' Responsibilities
FemTech founders are presented with actionable steps to protect user data and privacy. The importance of data audits, minimizing data collection, and storing data locally on devices are underscored. Clear communication about third-party involvement, removal of tracking tools and pixels, and providing users with control options are essential. FemTech founders are urged to explore alternatives in advertising, engage with government reforms and regulators, and seek support in ensuring privacy by design.
The Path Forward
In conclusion, "A Way Forward" offers a comprehensive roadmap for navigating the intersection of FemTech and data privacy. The findings emphasize the urgency of reform in the digital advertising landscape, specifically focusing on protecting women's privacy. The report's recommendations span legislative and regulatory actions, industry practices, and individual responsibilities. As the FemTech industry continues to play a pivotal role in women's health, a concerted effort is needed to ensure that technological advancements align with the principles of privacy, safety, and gender equality. Through collaborative efforts from policymakers, regulators, and industry stakeholders, a brighter and more secure future for women in the digital age is within reach.
About the Author:
Dr. Brittany Barreto, Ph.D., is Founder and Chief Innovation Officer at FemHealth Insights. Every day, Brittany dedicates her work to advancing women’s health innovation by equipping key stakeholders with data-driven insights and strategic advice on the FemHealth market. She is also host of the FemTech Focus Podcast - the number 1 femtech podcast globally.
