Fertility in Focus
The femtech companies taking on Big Tech over digital censorship
Campaigners say more femtech companies are taking a stand against major tech platforms such as Meta, Google, Amazon and LinkedIn, over digital censorship.
In March, six leading startups in the femtech space filed formal complaints with the European Commission over systemic bias and discrimination in content moderation by major online platforms.
Led by advocacy campaign CensHERship and blended-finance investment portfolio The Case For Her, the start-ups are invoking the Digital Services Act (DSA) to expose how platforms disproportionately restrict, shadow ban and remove health-related content aimed at women.
Now CensHERship has told Femtech World that since taking action, a number of other companies have come forward to file complaints related to similar challenges.
“The more we uncover about online censorship, the more we see how it disproportionately impacts FemTech businesses,” say co-founders, Anna O’Sullivan and Clio Wood.
“This issue extends far beyond the six complaints we’ve submitted. We’ve been contacted by a number of other businesses facing the same challenges, many of whom would now also like to file complaints. This is in addition to the 100+ businesses, charities, and creators we’ve engaged with in our research over the past year. It’s clear that the censorship and restrictions being faced are not isolated ‘mistakes’ but part of a broader, systemic issue that needs real attention and reform.”
Evidence collected by CensHERship has found multiple cases of medically accurate, expert-led content related to women’s health—including menopause, libido and reproductive health—being blocked, taken down and/or labeled as ‘political’ or ‘adult content’.
A 2025 report by Center for Intimacy Justice into the suppression of content on sexual and reproductive health for women and people of diverse genders, found that 84 per cent of businesses had ads rejected on Meta (Facebook, Instagram) and 64 per cent had product listings removed on Amazon, while 66 per cent of respondents had ads rejected on Google.
In a separate survey of 95 brands, creators, medical professionals, charities, consumers and professionals, carried out by CensHERship, 95 per cent of respondents reported at least one issue with the censorship of women’s health and/or sexual wellbeing content online, with 17% reporting up to 10. These were reported on platforms including Instagram, Facebook, Tik Tok, YouTube, X, LinkedIn and Google.
Among tose impacted are at-home fertility kits from Bea Fertility, vaginal health brand Aquafit Intimate, online sexual and reproductive health and wellbeing platform Geen, sexual health and wellbeing platform HANX, breastfeeding support app Lactapp, and gynaecological health platform Daye.
Bea Fertility ploughed months of work into becoming a Prime-rated seller on Amazon for its at-home fertility kit, building a bank of verified and positive customer reviews, and creating what’s known as ‘A+ content’ for its storefront.
But the Amazon reviews team rejected the page, taking issue with the use of the word ‘vagina’ and ‘vaginal canal’ within the description (there was no issue with the use of the word ‘semen’).
The company replaced the word ‘vagina’ with ‘birth canal’, despite feeling this was ‘insensitive’ and ‘crass’ given it is a fertility product, before pulling its products from Amazon at the end of January 2025.
Aquafit Intimate has faced wrongful restrictions on LinkedIn for a post related to World Menopause Day. Despite LinkedIn apologising for mistakenly identifying the content as nudity, a repost was again restricted and further posts about Endometriosis, Postpartum Recovery, and Vaginal Dysbiosis removed as “illegal products and services.”
“This creates financial barriers, restricts market access, and ultimately limits consumer access to science-based health information,” says CensHERship.
“There’s a clear link between this systemic digital suppression and the hindrance of progress in women’s healthcare.”
CensHERship co-founders, Anna O’Sullivan and Clio Wood.
“Vague and inconsistent explanations”
As well as content restriction, and removals which don’t appear to be in line with terms and conditions, brands say they have received ‘vague and inconsistent’ explanations for content takedowns, with little opportunity to appeal.
Daye, which has developed a HPV-screening tampon for detecting high-risk HPV infections, says an ad featuring a pregnant woman and referencing the word ‘vaginal’ was incorrectly flagged and removed under Google’s Adult Nudity and Sexual Activity policy. The company says this classification is both “inaccurate and discriminatory”.
“Daye has repeatedly reached out to both Meta and Google regarding misapplied content policies, seeking a proper resolution,” Valentina Milanova, founder & CEO of leading gynaecological health company and virtual women’s health clinic Daye, told Femtech World.
“The responses received have been generic, insufficient and lacking valid justification. These interactions reveal a fundamental misunderstanding of women’s and assigned female at birth health issues, evidenced by the inaccurate classification of relevant content.
“Throughout 2024 alone, Daye filed dozens of appeals but didn’t receive any meaningful explanations or corrective measures. This underscores the systemic failure of these platforms’ appeals processes and human review mechanisms.”
Valentina Milanova, Daye
Significant revenue losses
Some businesses report losing significant revenue due to blocked ads and suspensions, making it harder to compete and secure investment.
In the Center For Intimacy Justice report, survey respondents estimated annual revenue losses ranging from $10,000 to $1 million per company on Amazon alone, with Meta’s content restrictions causing potentially up to $5 million per entity in losses annually.
Female-focused condom brand, HANX, has had ads for its doctor-approved libido supplement for women, which is sold in major UK pharmacy retailers including Boots, rejected or heavily penalised. Its organic posts have also been repeatedly flagged as adult content, including a static post spotlighting the World Health Organisation’s report into decline of condom usage and rising STIs.
In December 2024, HANX’s Meta account was suspended for six-days, blocking its ability to reach followers and customers. It was only reinstated after a co-founder secured support from a senior Meta employee via a personal connection.
Speaking to Femtech World, HANX co-founder Dr Sarah Welsh, says: “Despite following Meta’s guidelines, HANX has faced repeated censorship – our educational posts flagged, our ads rejected, and even our entire account suspended without warning. At one point, our ad account was suspended entirely during a peak sales period, cutting off a vital revenue stream.
Meta’s own ad policy states that adverts can “promote sexual and reproductive health or wellness, as long as the focus is on health and not sexual pleasure or enhancement, and they target people aged 18 or older. This includes ads for: Birth control products, including condoms.”
However, despite being a common symptom of menopause, low libido in women is not considered to be a health condition under Meta’s guidelines. Meanwhile, male-focused erectile dysfunction ads are consistently approved.
“Meta’s restrictions have forced us to spend countless hours reworking content, appealing unfair rejections, and navigating unclear policies – only to see misleading health products and male-focused ads thrive,” continues Dr Welsh.
“This double standard doesn’t just hurt our business; it stops people from accessing safe, medically-backed information about their own health. Censorship like this isn’t just frustrating – it’s actively harming innovation in women’s health.”
“The silencing of women’s health must end”
With the support of CensHERship and The Case For Her, the startups are now urging the European Commission to investigate platform policies and hold tech giants accountable for applying content moderation rules fairly and transparently.
They are also calling on digital platforms to implement clear, non-discriminatory advertising guidelines that protect conversations about women’s health, and ensure there are accessible and effective appeal mechanisms.
Cristina Ljungberg, co-founder and partner at The Case for Her, commented: “When femtech companies and nonprofits providing critical health information are suppressed by Big Tech, they struggle to reach the people who need them most. This isn’t just about lost revenue—it’s about blocking access to essential care. The silencing of women’s health must end.”
Femtech World has contacted Meta, Amazon, LinkedIn and Google for comment, but had not received a response at the time of publication.
Femtech World explores the latest business developments in the world of women’s health.
NHS platform Evaro partners with period tracking app Clue in UK-first integration
Evaro, the NHS-licensed embedded healthcare platform, has announced a first-of-its-kind partnership with the period tracking app Clue.
The partnership will provide seamless access to NHS-funded contraception directly through Clue’s app.
This marks the first time a major cycle-tracking platform has integrated prescription healthcare services in the UK, creating a critical solution as the country grapples with an emergency contraception crisis.
2023 data shows the UK had the highest global search volume for emergency contraception and nearly half of UK women face contraception access barriers, with one in 20 patients having to wait at least four weeks to see a GP.
The partnership launches as women’s health takes center stage in the government’s NHS modernisation agenda, with digital medicine transformation identified as a key priority.
The integration brings together Clue’s UK user base with Evaro’s healthcare delivery platform.
Users can transition directly from tracking their cycle in Clue to ordering contraception through Evaro’s embedded pharmacy infrastructure – accessing free NHS-funded contraception with free delivery nationwide.
The service demonstrates how asynchronous healthcare – where consultations happen online at the patient’s convenience rather than requiring real-time appointments – can solve the UK’s healthcare accessibility challenge.
The partnership pioneers embedded healthcare – where consumer brands become healthcare access points by integrating Evaro’s full-stack solution with a single line of code.
The service is available immediately to Clue users in the UK.
US$5m to transform and scale menopause education and training worldwide
A US$5m grant from the Steven & Alexandra Cohen Foundation, led by philanthropist and New York Mets Owner Alex Cohen, will support the digital-innovation phase of the Menopause Society’s NextGen Now initiative.
The grant will create a comprehensive digital ecosystem to leverage cutting-edge digital technologies, ensuring seamless access and consistent updates of educational content.
The initiative supports comprehensive training programmes for current and next generation healthcare professionals to improve the care of midlife women.
Through the NextGen Now initiative, The Menopause Society has said it is committed to reaching 25,000 healthcare professionals within the next three years and ultimately improving the lives of millions of women navigating the complexities of menopause.
The donation will further support The Menopause Society’s vision for a digital strategy for NextGen Now, through an integrated digital-learning platform, advanced virtual- and augmented-reality modules, and a dynamic mobile app.
NextGen Now is a multiphase initiative spanning several years and many projects and programmes.
To continue its success, additional support is still needed. This includes funding for research and data collection.
Progyny expands to include pregnancy, postpartum, and menopause
Women’s health company Progyny has launched its pregnancy, postpartum, and menopause programmes for global employers, available starting January 1, 2026.
The company says that the offerings complement the availability of the company’s existing and marketing-leading global fertility and family building offering, providing multi-national employers with a continuum of integrated services.
The platform is purpose-built for global markets, supporting members in their country-specific environment, helping them with expert support through stages of pregnancy, postpartum, menopause, and midlife to optimise health, productivity, and retention.
Employees uniquely have access to personalised consultations and guided programmes with Global Care Advocates, with maternal health, menopause, and mental health expertise; a curated knowledge centre for evidence-based education on symptoms and more; a country-specific navigator support for local care, regulations, policies, and protections; and, a GDPR-compliant platform.
FDA approves first medical device for women with Asherman Syndrome
Uterine health company Womed has announced that the Food and Drug Administration approved the PreMarket Approval (PMA) application of the Womed Leaf for adult women undergoing hysteroscopic surgery for symptomatic moderate to severe intrauterine adhesions, also referred to as Asherman syndrome.
Womed Leaf is the first medical device to be approved for sale in the United States for that indication.
“This is the first FDA approved barrier for these patients and marks a significant improvement for their ultimate desired outcome.”
Intrauterine Adhesions (IUAs), which refer to the pathological binding of the uterine walls, are caused by scarring of the uterus after procedures such as dilation and curettage or fibroid removal, and can occur in 20 per cent to 45 per cent of those procedures.
IUAs are a major cause of infertility, recurrent miscarriages and pain. IUA treatment is plagued with a very high recurrence rate, leaving women unsure and very anxious about their chance to conceive.
Womed Leaf is intended to reduce the reoccurrence and severity of post-surgical adhesion formation inside the uterus. It consists of a soft thin film made from Womed’s innovative polymer, which is inserted like an IUD at the end of an adhesiolysis procedure.
It expands within the cavity, preventing contact between the uterine walls, and is then naturally and painlessly discharged.
The pivotal PREG2 randomised clinical study that enrolled 160 patients with severe or moderate IUA demonstrated that Womed Leaf significantly reduced the severity of intrauterine adhesion after hysteroscopic adhesiolysis compared with no prevention method and that Womed Leaf has an acceptable safety profile.
Prototype production begins on AI-enabled device for Vulvo-Vaginal Candidiasis
Femtech medical device company Zero Candida Technologies has commenced prototype production of ZC-001.
ZC-001 the first AI-enabled therapeutic device integrating blue light therapy, targeted drug delivery, and wireless diagnostics for the personalised treatment of Vulvo-Vaginal Candidiasis (VVC).
The company has initiated production of 50 prototype units, with completion expected by Q1 2026.
The ZC-001 device is designed to offer meaningful advantages for both physicians and patients by providing personalised, at-home treatment with real-time data transmission, reducing the need for frequent doctor visits while enabling individualised care protocols.
“Every design decision was made with patient comfort and usability in mind,” said Dr Asher Holzer, CTO of Zero Candida.
“It’s the foundation for our next phase of validation and defines the technical standards for how ZC-001 will be built and tested.”
Alife Health’s AI-powered embryo selection software has received CE Mark certification under the European Medical Device Regulation (MDR), allowing it to be used in fertility clinics across Europe.
The San Francisco-based company said its Embryo Predict system, which supports embryologists in selecting the best embryo for transfer, can now be marketed across EU countries following MDR approval.
The software uses deep learning – a type of artificial intelligence that mimics how the brain processes information – to help embryologists assess embryos during IVF.
It captures embryo images, generates an AI score and ranks them according to their likelihood of resulting in a clinical pregnancy.
Traditional embryo assessment relies on manual observation of embryo morphology – the study of its shape and structure – which can vary between embryologists.
The AI tool aims to standardise this process by analysing large datasets and detecting subtle patterns beyond what the human eye can identify.
Melissa Teran, CEO of Alife Health, said: “Achieving CE Mark approval is a significant step in our mission to improve patient outcomes and expand access to fertility care.
“With Embryo Predict now available to clinics across Europe, we have moved one step closer to our goal of achieving global impact in reproductive medicine.
“We look forward to partnering with leading IVF centres across Europe to bring the benefits of AI to more patients.”
With MDR clearance secured, Alife plans to roll out Embryo Predict to selected IVF clinics across the EU, building on its existing momentum in the US, where it operates a clinical decision support platform and partners with leading fertility networks.
Alife Health develops AI-driven tools to modernise and personalise IVF.
The company has not disclosed pricing for the European market or timelines for individual country launches.
Dr Marcos Meseguer is global director of embryology research at IVIRMA, who is collaborating with Alife on innovative embryo research sponsored by the European Council.
Meseguer said: “I was impressed not only by Embryo Predict’s precision in scoring embryos, but also by the simplicity of its integration with existing laboratory hardware.
“Alife brings a level of standardisation and objectivity to embryo selection that our field needs.
“By combining human expertise with AI-driven insight we will reduce subjectivity and improve decision-making.”
A Victorian woman undergoing IVF treatment received her own embryo instead of her partner’s, Monash IVF has confirmed—marking the second reported mix-up at the fertility company in recent months.
The error, which occurred in June, was revealed in a statement to the ASX on Tuesday.
Monash IVF said the patient’s embryo was transferred “contrary to the treatment plan”, which had specified the embryo of her partner.
It follows a separate incident announced in April, when a woman at a Queensland clinic gave birth to a child conceived with another couple’s embryo.
Monash IVF said it had extended “sincere apologies” to the latest affected couple and was continuing to support them.
The Victorian health regulator has launched an investigation. The state’s health minister, Mary-Anne Thomas, said the company would be required to cooperate fully.
Thomas said in a statement: “Families should have confidence that the treatment they are receiving is done to the highest standard.”
She later told reporters Monash IVF’s “clinical governance standards are not where they should be”.
She said: “This will be quite devastating for the couple at the heart of this.
“The IVF journey can be long, torturous and very expensive. To not be respected, to not have your treatment plan followed—I can’t even imagine how that couple are feeling right now.”
The first incident was attributed to human error.
Monash IVF appointed senior counsel Fiona McLeod to lead an independent investigation, which has now been extended to cover the second case.
The latest incident has renewed concerns about safety protocols in fertility clinics.
Dr Hilary Bowman-Smart is a bioethicist at the University of South Australia.
Bowman-Smart said: “In reproductive care, trust is everything.
“This mix-up – the second reported incident at Monash IVF – risks shaking confidence not just in one provider, but across the entire fertility sector.”
Dr Evie Kendal, senior lecturer in health promotion at Swinburne University of Technology, said the cases showed how human involvement in reproduction carried risks.
She said: “Previous safeguards are clearly not up to the challenge of protecting clients against such incidents, and urgent ethical and policy guidance is needed to prevent such mistakes from occurring again.”
Monash IVF said it was introducing additional verification processes and patient confirmation steps “over and above normal practice and electronic witness systems” to restore confidence in its procedures.
It noted that while electronic witness systems were being rolled out, there were still circumstances where manual checks were required.
Associate professor Alex Polyakov from the University of Melbourne and medical director at Genea Fertility described the events as “profoundly troubling”, but added they remained “extraordinarily uncommon”.
Monash IVF has notified assisted reproductive technology regulators and its insurers about the incident.
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