Ovia Health Apps Privacy Policy

Introduction and scope

This Ovia Health Apps Privacy Policy (“Policy”) describes how Ovuline, Inc., doing business as Ovia Health (“Ovia”) collects, uses and shares personal data collected through the Ovia apps, health coaching services, surveys, and related social media and marketing activities (the “Services”). Ovia Health is a subsidiary of Labcorp, a global life-sciences leader.

Some parts of this Policy only apply to Ovia’s free consumer version of the Services, while others only apply to the enhanced paid versions provided as a benefit by employers, health plans and health care providers. In this Policy, we refer to these different versions as the “Consumer” and “Enterprise” versions of the Services. To view the full version of this Policy, click “Full Privacy Policy” above; the “Notice of Collection” is a shorter version required for California law.

Personal Data We Collect

We collect the following categories of personal data in connection with our Services:

CategoryExamples of Data We Collect In this Category
IdentifiersName, email address, postal address
Device identifiers such as IP address, AdID, IDFA
For Enterprise members, employer ID
General personal information including health informationDate of birth, date of last period, due date, and other fertility, pregnancy, health, sex life and life circumstances information you input into the apps or discuss as part of health coaching services
In the Parenting app, health and milestone information for your child
For Enterprise members, health insurance information
Legally protected classifications such as race, gender, disability or pregnancy statusRace, gender, gender identity, age, ethnic group, nationality, sexual orientation, pregnancy status, disability, medical condition
Purchase histories or interestsProduct usage or interests based on your app usage or browsing history
Biometric informationSleep, health and exercise data that you sync from a wearable device, Apple Health or Google Fit to your Ovia account. Ovia does not collect biometric identifiers such as fingerprints or voiceprints.
Internet and app activity informationApp usage, browsing history, email opens and views
Device type, operating system, other device parameters
GeolocationApproximate location by country, state, city, zipcode and regional area
Audio and visual informationPhotos and videos that you upload to your Ovia account
Professional and employment relatedEmployment status, name of employer (for Enterprise membership)
InferencesPregnancy trimester, fertile window, product interests based on browsing history, health issues that may be relevant to you
Sensitive informationracial or ethnic origin, health information, sex life and sexual orientation information

Purpose of Collection and Use of Personal Data

We use your personal data to:

  • Provide the Services to you
  • Understand how you use the Services, including what content and ads you view
  • Personalize the Services by showing you content relevant to your health, interests and fertility, pregnancy and parenting journey – for example, if you provide us with personal data indicating you have a certain health condition, we may provide you with editorial content relevant to that condition
  • Show you relevant ads and sponsored content, only in the free Consumer version of the Services, using an advertising profile we create based on a limited selection of your personal data, subject to your opt-in consent when required by law
  • Send you advertising and marketing communications, subject to your opt-in consent when required by law
  • Provide support and troubleshooting
  • Provide you with health coaching if you are an Enterprise member
  • Send you email communications about the Services
  • Solicit your participation in surveys and run surveys
  • Provide security for the Services and obtain analytics about app and ad performance
  • Market, develop and improve our products and services
  • Conduct clinical and scientific research, subject to your informed consent where required by law
  • Create deidentified data and aggregated data and statistics, as described further here
  • Comply with law, for security management and investigation, in connection with litigation, or to protect the rights or property of Ovia or third parties

Lawful Processing. Our processing of your personal data is based on one or more of the following:

  • The consent you provide to us at the point of collection of your personal information;
  • The performance of the contract we have with you;
  • The compliance of a legal obligation to which we are subject;
  • The performance of scientific research, preparation of statistics or public health activities;
  • The legitimate interests of Ovia, you or a third party, where not overridden by your interests, fundamental rights or freedoms. Ovia’s legitimate interests include the lawful conduct of its business.

The table below describes the purposes for our use and collection by category.

CategoryPurpose of Collection and Use
IdentifiersAll purposes listed under “Purpose of Collection and Use of Personal Data” above (“Comprehensive Use”), other than creation of deidentified data
General personal information including health informationComprehensive Use, other than uses not permitted by law. We do not use sensitive information for advertising if the law requires consent for the use and we haven’t collected consent.
Legally protected classifications such as race, gender, disability or pregnancy statusComprehensive Use, other than uses not permitted by law
Purchase histories or interestsShow you relevant ads and sponsored content, only in the free Consumer version of the Services
Biometric informationComprehensive Use, but excluding showing ads and sponsored content
Internet and app activity informationComprehensive Use
GeolocationComprehensive Use
Audio and visual informationStore and display the photos and videos you upload to your Ovia account
Professional and employment relatedTo provide you with Enterprise services
InferencesComprehensive Use, other than uses not permitted by law. Our primary use of inferences is to provide you with content relevant to your fertility, pregnancy, parenting and health.
Sensitive informationComprehensive Use, other than uses not permitted by law. We do not use sensitive information for advertising if the law requires consent for the use and we haven’t collected consent.

We do not use or disclose sensitive information of California users for advertising or for any purposes not permitted by the CPRA Regulations, s. 7027(m).

What Categories of Personal Information Do We Sell or Share for Advertising?

Category of Personal InformationCategories of RecipientsPurpose of Sale or Ad Sharing
IdentifiersIf you separately opt-in to share data as part of a giveaway or promotion, we share the data you agree to share, which may include name, email address, and physical address, with the advertisers and sponsors of that promotion.

With advertising networks, advertising platforms,  advertising technology providers and advertisers, we share online identifiers and IP addresses.
For marketing and promotion.

To sell, administer, serve and purchase ads.
General personal information including health informationIf you separately opt-in to share data as part of a giveaway or promotion, we share the data you agree to share, which may include name, email address, physical address and month/year due, with the advertisers and sponsors of that promotion.For marketing and promotion.

To sell, administer, serve and purchase ads.
Legally protected classifications such as race, gender, disability or pregnancy statusIf you separately opt-in to share as part of a giveaway or promotion, we share the data you agree to share, which may include month/year due, with the advertisers and sponsors of that promotion.For marketing and promotion.

To sell, administer, serve and purchase ads.
Purchase histories or interestsIf you separately opt-in to share a purchase interest as part of a giveaway or promotion, we will share that information with the relevant advertisers or sponsors.For marketing and promotion.

To sell, administer, serve and purchase ads.
Internet and app activity informationWith advertising networks, advertising platforms, analytics providers, advertising technology providers and advertisers, we share online identifiers, IP addresses and ad engagement and activity information.For marketing and promotion.

To sell, administer, serve and purchase ads.
GeolocationNot sold or shared for advertising.Not applicable
Professional and employment relatedNot sold or shared for advertising.Not applicable
InferencesIf you separately opt-in to share data as part of a giveaway or promotion, we share your pregnancy month/year due with advertisers and sponsors.

Unless you separately opt in to share specific data as part of a promotion, we do not share any inferences with advertisers or sponsors.
For marketing and promotion.

To sell, administer, serve and purchase ads.
Sensitive informationIf you separately opt-in to share data as part of a giveaway or promotion, we share your pregnancy month/year due with advertisers and sponsors.

Unless you separately opt in to share specific data as part of a promotion, we do not share any health data you track in Ovia apps with advertisers or sponsors.
For marketing and promotion.

To sell, administer, serve and purchase ads.

No Selling or Sharing for Advertising of Personal Data of Consumers Under 16

To its knowledge, Ovia does not sell or share any personal data of Ovia users under 16. Ovia does not show advertising to users under 16.

Data Retention

If you are a Consumer user, we store your data (all categories) for the period that your account is active and then for 7 years after that. After this period, we automatically delete your data. 

If you are an Enterprise user, we store your data (all categories) during the period that you are receiving Enterprise benefits. Ovia is generally required to delete your data after your Enterprise benefits end. We will notify you before your data is deleted and, where possible, offer you the opportunity to convert your account to a Consumer account and retain your data.

While these are our standard retention periods, you can delete your data at any time as described in the next section.

What Are Your Choices?

Within the Ovia Apps

You can use self-service controls within the Ovia apps to exercise your data subject rights to:

  • Correct your data:
    • Go to the “More” page of your Ovia app to the “Account” section to modify your profile and health information
  • Opt-out of marketing emails and push-notifications
    • Go to the “More” page of your Ovia app, then choose “Settings”, to edit email subscriptions and opt out of email and push notifications
    • You can also opt out of marketing emails by using the unsubscribe link in the emails
  • Opt-out of sale or sharing of your data for personalized advertising, when the law requires us to offer you this option
    • Go to “”More” then Settings” and choose “Do Not Sell or Share My Personal Information”
  • Delete your data and account, subject to certain exceptions
    • Go to “More” then “Settings” and choose “reset or delete my account”, and then “delete my account”
  • Obtain a copy of your data
    • Go to “More” then “Settings” and then “export my data”
  • Obtain a summary statement of Ovia’s data processing
    • Go to “More” then “Settings” and choose “how is my data used?”
  • Withdraw your consent to Ovia’s data processing by deleting your data
    • Go to “More” then “Settings” and choose “reset or delete my account”, and then “delete my account”
  • For non-US users, manage your cookies and opt out of personalized advertising
    • Go to “More”, “Settings”, then “Manage My Privacy Settings”

US users who do not have a “Do Not Sell or Share My Personal Information” option within their Settings menu may opt out of third party personalized advertising as follows:

Opting Out Through Browser-Based Global Privacy Controls

Ovia does not receive a “do not sell” Global Privacy Control (GPC) signal when you are using Ovia’s mobile applications or viewing content through in-app webviews. Ovia respects “do not sell” GPC signals that we receive on the Ovia Health corporate website at www.oviahealth.com, which is governed by Ovia’s Non-App Privacy Policy.

Contacting Our Helpdesk, and Use of Authorized Agents

You may email Ovia at support@oviahealth.com to exercise any of the rights listed above and any other data subject rights provided by law. Any authorized agents seeking to exercise data subject rights on behalf of any Ovia users should contact support@oviahealth.com with their request. Ovia may require you to verify your identity by entering your username and password in order to exercise data subject rights.

You have the right not to be discriminated against for exercising your privacy rights. Contact our helpdesk if you are concerned that this has happened to you.

Appeal Rights

If your request to exercise any of your rights is refused, you may send your notice of appeal by email to legal@oviahealth.com, for review by Ovia’s Legal Department. We will resolve your appeal within 30 days of the date of receipt of your email.

Exceptions to Deletion

Even if you exercise your rights described above, Ovia may retain personal data to maintain proper business records, to comply with and as permitted by law, for security management and investigation, in connection with litigation, or to protect the rights or property of Ovia or third parties. Please see also How Does Ovia Respond to Data Requests.

Other Relevant Information

If you opt-out of marketing emails and push notifications, you will still receive account management notices. To stop all emails and push notifications, you must delete your account and data. If we delete your data, we will not delete the posts or comments you have shared publicly on Ovia’s social media, community or chat features. If you have consented to participate in a research study and subsequently request deletion of your data, we may delay deletion until completion of the study. Even if you exercise your rights described above, Ovia may retain personal data to maintain proper business records, to comply with and as permitted by law, for security management and investigation, in connection with litigation, or to protect the rights or property of Ovia or third parties. Please see also How Does Ovia Respond to Data Requests.

Your mobile device may include options where you can choose to opt-out of third party personalized advertising. Please note that this does not opt you out of Ovia’s personalization of the ads and content you see within our apps.

How to Contact Ovia with Comments or Complaints?

To contact Ovia to exercise your privacy choices, please see “What Are Your Choices?” above.

Ovia has designated a Data Protection Officer. To contact our Data Protection Officer or for questions or complaints about Ovia’s processing of personal data, contact us at:

Data Protection Officer
Ovuline, Inc., dba Ovia Health
263 Summer Street, Floor 6,
Boston, MA 02210
legal@oviahealth.com

Data subjects located in the EEA may contact the Data Protection Officer at the address above or Ovia’s EU representative at the address below:

DP-Dock GmbH
Ovuline, Inc., doing business as Ovia Health
Ballindamm 39
20095 Hamburg, Germany
E-Mail: oviahealth@gdpr-rep.com

Data Subjects located in the UK may contact the Data Protection Officer at the address above or Ovia’s UK representative at the address below:

DP Data Protection Services UK Ltd.
Attn: Ovia Health
16 Great Queen Street
Covent Garden, London, WC2B 5AH
United Kingdom
Email: oviahealth@gdpr-rep.com

You may also have the legal right to lodge a complaint about Ovia’s data processing with your local consumer protection or data protection authority.

Additional Information

Third Party Websites or Apps: Some ads or links within the Services may interface with or take you to websites or apps that are operated by other companies. Ovia is not responsible for the privacy practices of its advertisers or others. You should review the privacy policies of those sites and apps.

US Location: The data we collect is transferred to servers located in the US of our cloud computing provider, Amazon Web Services (AWS); some personal data may be transferred to other US-based vendors who provide services to Ovia, including the principal vendors listed here. If you are resident outside the US, your data may as a result become subject to US jurisdiction which may provide you with weaker data protection safeguards and rights than you would enjoy in your home jurisdiction. By accepting this Privacy Policy, using the Services or providing us with your personal data you acknowledge and consent to your personal data being transferred and/or processed as described in this Policy.

Children: The Services are not available to children under 13 or who otherwise require parental consent under applicable law to use the Services or provide personal information to Ovia. Ovia does not collect personal data from children under 13. Ovia does not show advertising to any user under the age of 16. Parents and guardians may include personal data about their baby or child in their Ovia account; the parent or guardian is responsible for ensuring they have the legal right to do so.

Deidentified Data and Aggregated Data: Ovia may use personal data to create deidentified data for research and development purposes. Deidentified data is not personal data as it is no longer linked or linkable to you. If we create a deidentified dataset we maintain it as such and will not re-identify it. We may provide deidentified data to our research partners, such as universities and medical research institutions for research, and to other businesses who have engaged us to provide research services on deidentified or aggregated data. Ovia may disclose or sell deidentified data derived from patient information (as defined by the California Consumer Privacy Act); if so, such patient information is deidentified in accordance with HIPAA safe harbor or expert determination deidentification requirements. We may use personal data to create aggregated analytic data and statistics, which we may use for Ovia’s internal purposes or share with third parties. Ovia may receive compensation for sharing deidentified or aggregate data.


Social Media: Some Ovia content may appear on Ovia’s social media channels such as Instagram, Twitter, and LinkedIn. Ovia does not collect personal data through those channels, and the respective privacy policies of the social media provider will apply to your usage of those channels. An exception to this is if we ask you to submit personal data (for example, your Instagram handle, email address or name) to us through social media messaging, which may occur as part of a giveaway or competition, in which case this Privacy Policy will apply.

Changes to this Policy

Ovia may modify this Policy from time to time by posting an updated version of the Policy. When we make material changes this Policy, we will notify users by email or in-app notification.

Last updated: August 14, 2023

The principal changes in this update were:

  • We removed references to Facebook as Ovia no longer allows users to sign-in using Facebook.