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FILE - In this Friday, Aug. 17, 2018 file photo, a woman demonstrates using the Natural Cycles smartphone app, in London. Britain's advertising regulator, the Advertising Standards Authority, ruled Wednesday Aug. 29, 2018 that the ad by Swedish startup Natural Cycles shouldn't appear again because there wasn't evidence to back up the app's claims. (AP Photo/Nishat Ahmed, File)

FILE - In this Friday, Aug. 17, 2018 file photo, a woman demonstrates using the Natural Cycles smartphone app, in London. Britain's advertising regulator, the Advertising Standards Authority, ruled Wednesday Aug. 29, 2018 that the ad by Swedish startup Natural Cycles shouldn't appear again because there wasn't evidence to back up the app's claims. (AP Photo/Nishat Ahmed, File)

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