A surge in cheap, short-lived electronics is fuelling a growing e-waste crisis in the UK, according to new research from sustainability group Material Focus.

What Is Fast Tech And Why Does It Matter?

The term “fast tech” refers to low-cost, mass-produced electrical items such as mini-fans, earbuds, LED lights, charging cables, and novelty gadgets like light-up toilet seats and karaoke microphones. Like fast fashion, these products are typically bought on impulse, used briefly, and then discarded, often ending up in drawers, then bins … then landfill.

Warning Issued

Material Focus, a UK not-for-profit organisation focused on reducing electronic waste, has issued a clear warning that fast tech is booming, and it’s becoming one of the most environmentally harmful consumer trends. Through its Recycle Your Electricals campaign, the group has tracked rising demand and falling recycling rates and says the issue is now spiralling.

Sharp Rise in Fast Tech Spending

New data from the group shows that UK consumer spending on fast tech has risen sharply, from £2.8 billion in 2023 to a projected £11.6 billion by 2025. That includes more than £8 million spent last year on novelty items alone, with 7.9 million light-up toilet seats, LED balloons, sunset light projectors and similar gadgets sold in just 12 months.

Fast Use, Fast Disposal

The key point here is that what makes fast tech so problematic isn’t just the sheer volume of purchases, but what happens next. For example, despite containing valuable materials such as lithium, gold, aluminium and copper, over half of all fast tech products are either discarded in the bin or abandoned in drawers, never reaching proper recycling channels.

Material Focus estimates that a staggering 589 million small tech items will be thrown away or left unused in the UK this year alone (a 25 per cent increase on 2023 for example). That’s the equivalent of more than 2,200 football pitches covered in cheap electronics. Many of these items are poorly made, hard to repair, and not designed to last, making them difficult or impossible to recycle effectively.

“Fast tech might be cheap, but it’s not disposable,” said Scott Butler, executive director of Material Focus. “In fact, anything with a plug, battery or cable should never be binned.”

Fuelled By Seasonal Demand and Social Trends

One of the clearest examples of this growing problem came during last summer’s heatwave, which saw a 16 per cent year-on-year surge in demand for battery-powered mini-fans. Millions of these products were sold, many costing less than £5, but most were quickly discarded once the weather cooled.

Mini-fans may be the most visible symptom of the fast tech boom, but it’s worth noting that they’re far from the only culprits. For example, disposable vapes, cheap earbuds, USB sticks, LED party lights, and decorative solar lamps are now among the fastest-growing sources of e-waste in the UK.

An Average of 21 Fast Tech Items Each

A report by Material Focus has revealed that the average adult now owns 21 fast tech items, and buys nine more every year, while throwing away eight. The vast majority of these are either unused, stored out of sight, or incorrectly disposed of.

A Loss of Resources at Scale

The environmental cost goes far beyond the plastic waste. Fast tech items, however small, often contain valuable and finite raw materials. Previous research from Material Focus found that the UK’s unused electricals alone could contain over 38,000 tonnes of copper, a material that is critical to low-carbon technologies but is environmentally damaging to mine and process.

With global copper demand expected to outpace supply by 2030, the failure to recover materials from consumer tech waste is increasingly seen as a missed opportunity and a growing sustainability concern.

Repair and Recycling Barriers

Despite rising awareness, it appears that there remains a major disconnect between buying habits and disposal practices. For example, according to Material Focus, while 84 per cent of UK adults purchased at least one fast tech item last year, fewer than half of these items are recycled.

The organisation’s Recycle Your Electricals campaign includes a national locator tool for recycling points, and claims over 70 per cent of people now recycle unwanted larger tech products like laptops or TVs. However, the smaller the item, the less likely it is to be disposed of responsibly.

Sustainability experts warn that today’s throwaway tech culture is not inevitable. In fact, many point out that it’s a relatively modern trend and one that has accelerated in recent decades alongside cheaper manufacturing and faster retail cycles.

Change Is Possible

However, despite the gloomy findings, change is possible. For example, initiatives such as Right to Repair legislation and Extended Producer Responsibility schemes could help tackle the issue at its source. By encouraging product design that favours durability, ease of repair, and recyclability, and by making producers more accountable for what happens to their products at end of life, governments and regulators could help curb fast tech’s environmental toll.

Greenpeace UK has also warned about the particular problem of combining electronics with plastics. According to the group, these “toxic cocktail” products are very difficult to recycle and often end up being dumped in poorer countries with limited environmental protections.

Campaigners say the long-term solution must be a truly circular economy and one where manufacturers are incentivised to make products that last, and consumers are guided towards reuse, repair and recovery rather than single-use habits.

Why It Matters to Business

For UK businesses, the fast tech crisis is not just an environmental issue, but it also carries real regulatory and reputational risks. For example, companies involved in manufacturing, distributing or retailing these types of goods may soon face new scrutiny as policymakers turn their attention to the environmental impact of small electricals.

Extended Producer Responsibility requirements are already being tightened across various waste streams. As awareness grows, smaller tech products, particularly those containing batteries, are likely to be brought into sharper focus. Businesses may need to rethink how such products are marketed, labelled, and supported post-sale.

Retailers, in particular, are likely to come under pressure to provide in-store take-back schemes, promote repair-friendly products, or offer clearer disposal advice. Failing to act could damage brand perception, particularly among younger, sustainability-conscious consumers.

Opportunity For Innovation

At the same time, there appears to be an opportunity here for innovation. Companies offering sustainable alternatives, such as reusable or modular tech, certified refurbished goods, or community repair services, are already seeing growing demand.

A recent survey by WRAP found that 68 per cent of UK consumers would prefer to buy from brands that promote repair and recycling, while over half of under-35s are actively avoiding “throwaway” gadgets in favour of greener alternatives.

For now, however, the message from Material Focus is that the fast tech crisis isn’t going away, and the time to act is now. Whether through better design, smarter purchasing, or responsible end-of-life options, both businesses and individuals have a role to play in breaking the cycle.

What Does This Mean For Your Organisation?

Fast tech trend is no longer a fringe issue and, as Material Focus has highlighted, now appears to be shaping consumer habits, driving waste volumes, and locking away critical raw materials at an accelerating pace. While awareness may be rising, it seems that practical change remains uneven and limited, particularly when it comes to the small, cheap items that escape formal recycling systems. The mismatch between the scale of the problem and the systems in place to deal with it is growing, not shrinking.

For businesses, the message is becoming harder to ignore. Retailers and tech brands may soon be expected to take more responsibility for the afterlife of their products, not just the sale. That includes clearer labelling, support for repair schemes, and accessible recycling pathways. Businesses that fail to adapt could face regulatory pressure and reputational damage, while those that invest early in more circular models could find themselves gaining a competitive advantage in a shifting market.

Manufacturers may also come under pressure to change how they design and assemble products in the first place. Products that are easy to dismantle, built to last, and designed with repair and reuse in mind are likely to become more desirable to both regulators and customers. At the same time, public bodies, sustainability campaigners and local authorities all have a role to play in making responsible disposal easier and more visible.

Fast tech may have started as a convenience trend, but it is now creating lasting consequences across the economy, environment and supply chain. As the volume of fast tech continues to climb, the case for coordinated, large-scale intervention becomes stronger. For UK businesses, this is a chance to be part of the solution, not just another source of the problem.

At the moment, there’s only one (mainstream) AI platform that you can use to work directly with YouTube videos (e.g. to summarise a video) and so this clip explains which one it is and how to use it.

[Note – To Watch This Video without glitches/interruptions, It may be best to download it first]

Pasting something into an email or document and don’t want all the messy fonts or colours? Use Ctrl + Shift + V instead of Ctrl + V to paste without formatting.

How to:

– Highlight and copy your text as normal (Ctrl + C).
– When pasting, press Ctrl + Shift + V instead of just Ctrl + V.
– The text will appear as plain, unformatted text.

What it’s for:

Saves time when you need clean content for emails, reports, or shared documents—no more wasting time stripping out inconsistent fonts or hidden links.

Pro‑Tip: This shortcut works in Chrome, Word, Outlook, Gmail and many modern apps. Ideal for shared docs where consistent formatting matters.

Users can now hold real-time voice conversations with Google’s AI-powered Search, thanks to a major new feature rollout in the Google app for Android and iOS.

Search Goes Conversational

Google this week announced the launch of Search Live with voice input, a new capability inside the Google app that allows users to engage in back-and-forth spoken conversations with its AI-powered Search tool. Rolled out first in the United States, the feature is initially available to those who have opted into the AI Mode experiment in Google Labs, the company’s testing platform for early-access features.

Hands-Free Search

The launch marks a step forward in how users interact with Search, with Google positioning the update as a more natural, hands-free way to discover and explore information while multitasking or on the move.

Use the “Live” Icon

A dedicated “Live” icon now appears within the Google app interface, allowing users to tap and speak their queries aloud. The AI responds in spoken form, and users can follow up with further questions to refine or expand the topic, thereby mirroring a more human-like back-and-forth conversation.

According to Google, Search Live “lets you talk, listen and explore in real time,” giving users the ability to access web-based information while continuing to use other apps or even switching between tasks. The tool also provides on-screen links to source material, allowing users to dig deeper into AI-generated answers.

Building on Gemini and Search Infrastructure

Search Live actually runs on a custom version of Gemini, Google’s multimodal large language model, which powers many of its generative AI tools. The Gemini model used in AI Mode has been specially adapted to support live voice input, real-time responses, and integration with Google Search’s existing ranking and quality systems.

Liza Ma, director of product management at Google Search, explained in a company blog post that the system combines “advanced voice capabilities” with the reliability of Search’s “best-in-class quality and information systems,” ensuring that responses are both conversational and trustworthy. She also confirmed the use of Google’s ‘query fan-out’ technique, which enables the system to return a more diverse and useful range of web content in response to user questions.

For example, a user might ask, “What are some tips for preventing a linen dress from wrinkling in a suitcase?” and then follow up with, “What should I do if it still wrinkles?” The AI answers audibly while presenting related links on screen. This continuity is key to what Google hopes will be a smoother, more context-aware search experience.

How and Where to Access It

At launch, Search Live with voice is available only to users in the U.S. who have joined the AI Mode experiment through Google Labs. It works on both Android and iOS via the official Google app. There is currently no timeline for a broader international rollout, though Google says it intends to expand features and availability in the coming months.

Users who have access will know because they see a new “Live” microphone icon below the search bar in the app. Once activated, they can ask a question out loud and receive a spoken response. Users can view a transcript of the interaction, continue the conversation via typing if preferred, and even revisit past queries via the AI Mode history log.

Multitask While it Works in the Background

Also, because Search Live works in the background, it enables a degree of multitasking not previously possible with voice-based search tools. For example, a user could begin a conversation in the app, switch to messaging or maps, and continue speaking to the AI without interruption.

Voice, Visuals, and What Comes Next

The introduction of voice input is actually just one part of Google’s broader plan to bring real-time multimodal capabilities into Search. For example, at Google I/O in May 2025, the company previewed future updates that will allow users to combine voice interaction with real-time visual input via their phone’s camera, building on advances made in its Project Astra research and the ongoing development of Google Lens.

Multimodal Search

This evolution represents a deeper move by Google into what’s referred to as multimodal search, whereby users can interact with AI not just through typing or talking, but by showing it what they see. In practical terms, this could include pointing the phone at a confusing diagram or damaged object, asking what it is, and getting a contextual explanation, complete with suggested web links, video tutorials or shopping sources.

It also echoes the direction competitors are taking. For example, OpenAI’s ChatGPT has recently introduced voice interaction capabilities in its mobile apps, and Perplexity AI has gained traction for its own real-time web search and voice tools. Google’s response, with Search Live, is both a defensive and strategic step to stay ahead in what is quickly becoming a crowded, AI-first search market.

A New Frontier for Business and Advertisers?

For business users, the implications of voice-first search are far-reaching. For example, in sectors such as logistics, retail, and field service, the ability to conduct voice-based queries while driving or working could prove invaluable. Search Live also introduces potential benefits for productivity, especially for knowledge workers trying to conduct research or fact-checks while multitasking between devices or applications.

It may also signal a new phase for Google’s advertising ecosystem, although details remain unclear. As Search becomes more conversational and voice-led, traditional search result ads, particularly those dependent on text input and visual scanning, may need to evolve. It’s not yet known how, or if, Search Live results will incorporate sponsored content.

The visual links shown alongside voice answers could potentially become prime real estate for future advertising formats. However, Google has so far remained quiet on how monetisation will work within AI Mode. With more users consuming answers audibly and potentially clicking fewer links, publishers and advertisers will be watching closely.

Challenges

Despite the promise, it should be noted that there are several challenges ahead. For example, accuracy and reliability remain key concerns for AI-generated search responses. While Google stresses its Gemini-based AI uses the same quality controls as regular Search, AI hallucinations (where systems confidently give false or misleading answers) are still a known risk in generative models.

The opt-in nature of the feature also limits immediate user exposure and feedback. By placing Search Live behind the AI Mode experimental wall, Google is clearly seeking to manage rollout cautiously but this also means that the majority of users globally still can’t access or evaluate it.

There are also privacy and data security implications, particularly with voice-based input and persistent conversation histories. Google maintains that users can view, manage or delete their AI Mode interactions, but questions remain over how voice data is processed, stored, or used to train models.

One other aspect critics may point to is the increasing opacity of sources in AI answers. For example, while Google includes clickable links alongside Search Live responses, these can sometimes appear secondary to the spoken reply, which may not fully represent the nuance or breadth of available information. Ensuring transparency and balance in summarised answers will be crucial to maintaining trust, especially as Search Live expands into more domains.

What Does This Mean For Your Business?

The introduction of Search Live could be seen as the next step in its natural progression towards Google’s long-term vision for AI-powered search. By blending real-time voice interaction with the depth of web content, Google is essentially positioning itself not just as a search engine but as a more intuitive, responsive assistant capable of handling everyday queries in more dynamic, human-like ways. However, the fact that it’s limited to U.S.-based testers in Labs signals Google’s awareness of the stakes involved. It is not just testing technology but testing trust, usability and commercial viability all at once.

For UK businesses, this could open up important new opportunities once rolled out more widely. Voice-driven interaction with AI may reduce the need for screen time in roles where hands-free efficiency matters, i.e. from trades and transport to healthcare and hospitality. It could also help knowledge workers process information faster while juggling tasks, potentially enhancing productivity and reducing friction in routine research or client support work. There are potential implications for business intelligence and even internal training, particularly once real-time camera input is layered in. But these benefits will only be realised if the underlying AI delivers reliable and verifiable responses at scale.

Advertisers and content publishers are likely to be more cautious. With fewer visual interactions, the conventional search engine results page model may weaken. If users hear an answer but don’t tap the links shown, that affects traffic and engagement metrics. This will raise fresh questions about how brands position themselves within voice-first search and whether new advertising formats will emerge within AI Mode or remain separated. Also, the monetisation path here is still not altogether clear and, as Google experiments with form, it may need to reassure partners that function won’t entirely override visibility.

Meanwhile, Google’s competitors such as OpenAI and Perplexity AI will, no doubt, be watching closely. Each is racing to define the next evolution of everyday search, combining voice, visuals and real-time reasoning. Google still has the infrastructure advantage, but the race is no longer just about data—it’s about usability, privacy, and user confidence. In that context, Search Live’s success may depend as much on how it is governed and explained as how well it works technically.

Whether Search Live becomes the new normal or remains a feature for power users will likely depend on the clarity of its responses, the transparency of its sources, and the ease with which users (especially businesses) can trust it as a tool rather than a black box. What is clear already is that Google is laying groundwork for a future where the way we search is no longer typed, but spoken, shown and responded to in real time. Once mainstream, that could fundamentally change how we interact with the web.

In this Tech Insight, we look at why clicking the ‘unsubscribe’ link in an email might not be as safe as it seems, and how cybercriminals are using this tactic to profile victims, deploy phishing attacks, and gather intelligence for future scams.

Why the Unsubscribe Link Isn’t Always Safe

The warning comes from TK Keanini, Chief Technology Officer at cybersecurity firm DNSFilter. Speaking recently to The Wall Street Journal, Keanini explained that unsubscribe links embedded in spam emails are increasingly being used by cybercriminals as a means of identifying active users and directing them to malicious websites.

Not Just Theoretical

The risks are not just theoretical. For example, DNSFilter estimates that roughly one in every 644 clicks on an unsubscribe link leads to a harmful destination. That may sound like a small percentage, but across the billions of marketing emails sent each day, the number of victims quickly adds up.

Unlike legitimate unsubscribe tools offered by trusted senders, these deceptive links don’t remove you from a list. Instead, they exploit your trust—by either redirecting you to phishing pages designed to steal your personal information, or by quietly logging your interaction to flag your email address as a ‘live’ target for further attacks.

What Makes These Links So Dangerous?

Keanini warns that while many spam emails are caught by filters, some still slip through. Also, when users click the unsubscribe link at the bottom (thinking they’re taking control of their inbox) they’re often doing the exact opposite.

“There’s a big difference between the unsubscribe function embedded by your email client and the one coded into the email itself,” Keanini explained. “The latter can send you out of the protected environment of your email platform and onto the open web, where you’re far more vulnerable.”

At best, this action notifies scammers that your address is actively monitored. At worst, it takes you to a spoofed landing page where you might be asked to enter your email address or login credentials under false pretences. Some pages can even exploit vulnerabilities in your browser to initiate malware downloads or install tracking scripts.

Security analysts have also warned that even a single click can help attackers build up a profile on a target. Over time, this can lead to more personalised phishing emails, fake login pages, or even ransomware attacks disguised as legitimate follow-ups.

Better Ways to Unsubscribe Safely

Fortunately, there are safer ways to manage unwanted emails. Most modern email clients, including Gmail, Outlook, Apple Mail and others, use a function known as list-unsubscribe headers. These headers are recognised by the email platform and often display a safe, in-built unsubscribe button near the top of the message, such as Gmail’s “Unsubscribe” link next to the sender’s name, Apple Mail’s grey “Unsubscribe” button below the subject, or Outlook’s banner option above the message content.

Since list-unsubscribe headers are rendered by the email provider itself (not the email sender) they don’t carry the same risks and, therefore, act as a kind of trusted bridge between you and the sender’s database (if that database exists at all).

Just Mark it as Spam or Block the Sender

If no list-unsubscribe option is present, experts recommend marking the message as spam, blocking the sender, or setting up an automated filter. In some cases, you can even block the sender’s IP address if they persist in using different email accounts.

Use Disposable Email Addresses

Another good practice is using email aliasing or disposable addresses. Gmail, for example, supports ‘plus addressing’, which lets users sign up to services using addresses like yourname+shopping@gmail.com. If that alias starts receiving spam, you can simply filter or delete it without affecting your main account.

Apple’s ‘Hide My Email’ feature offers a similar layer of privacy, creating unique, random addresses that forward to your inbox. This helps mask your real address from third parties and allows you to shut down addresses that become compromised.

Businesses and Marketing Teams

While this development raises new concerns for individuals, it also carries implications for legitimate businesses that rely on email marketing. For example, if users start to fear unsubscribe links, they may avoid interacting with even trusted messages, making it harder for businesses to stay compliant with laws like the UK’s Privacy and Electronic Communications Regulations (PECR) or GDPR.

Under these laws, all commercial emails must include a clear and effective opt-out mechanism. But if users don’t trust that mechanism, businesses may find themselves facing both technical and reputational risks.

Email marketers are now being encouraged to make use of trusted unsubscribe headers recognised by major email clients, rather than relying solely on HTML links in the message body. Tools like Mailchimp, HubSpot, and Campaign Monitor already support these built-in mechanisms, which reduce the need for external web redirects and improve user trust.

Really, therefore, transparency is key. Making sure that unsubscribe options are clear, legitimate, and functional will go a long way in protecting both customers and brands from reputational fallout or false positives in spam filters.

Business Users at Higher Risk

For business users, especially those using personal emails for professional tasks, the risks of phishing and malware attacks are actually significantly higher. For example, a successful scam could lead to leaked client data, ransomware disruption, or credential theft that compromises cloud-based systems and internal communications.

Businesses should, therefore, ensure staff are trained not to click unsubscribe links in suspicious or unexpected emails, even if they appear to be from reputable sources. Phishing simulations and email security briefings can help reinforce this behaviour.

Keanini points out that malicious unsubscribe links are unlikely to be the attacker’s only tool. “Often, it’s part of a larger campaign,” he noted. “They’re looking for a response—any sign that there’s a human on the other side. Once they get that, they plan their next move.”

Safer Email Solutions for Businesses

Organisations looking to harden their defences should perhaps consider adopting enterprise-grade email protection tools that go beyond simple spam filtering. For example, providers like Proofpoint, Mimecast, and Barracuda (there are others) offer advanced threat protection that scans links in real-time, blocks phishing attempts, and provides safe-click technology.

Microsoft 365 and Google Workspace users can also leverage built-in protections such as Safe Links, quarantine reviews, and anti-spoofing measures to prevent dangerous emails from ever reaching end users.

Zero-trust email platforms are gaining traction as well. Tools like Proton Mail for Business and Tutanota offer end-to-end encryption, IP address masking, and strict sender verification, all designed to limit the exposure of user identities and block malicious redirections.

Cybersecurity Best Practices for Email

In addition to technical tools, businesses should encourage staff to follow core email hygiene principles, such as:

– Never click links in unsolicited or unfamiliar emails.

– Hover over links to preview the actual destination URL.

– Use multi-factor authentication (MFA) on all email accounts.

– Regularly update antivirus and anti-malware software.

– Report suspicious emails to the IT or security team for review.

– Conduct quarterly training on evolving phishing tactics.

By implementing a layered approach, combining user awareness, secure infrastructure, and smart email practices, organisations can drastically reduce the likelihood of falling victim to these increasingly sophisticated scams.

What Does This Mean For Your Business?

What this ultimately shows is that something as familiar as clicking an unsubscribe link can carry far more risk than most users realise. While many will continue to treat email as a low-risk tool, the reality is that attackers are exploiting habits formed over years of legitimate marketing interactions to identify targets and launch broader attacks. This makes the unsubscribe link not just a nuisance, but a potential entry point into much more serious compromise.

For UK businesses, this means rethinking not only how they engage with their own inboxes but also how they structure outbound communications. Any marketing email must now earn trust, not just attention. That means using secure, standards-based unsubscribe methods and making it absolutely clear to recipients that their data is being handled properly. Businesses that fail to do this may find their messages ignored, filtered or marked as suspicious, with reputational consequences that go far beyond email.

At the same time, internal safeguards matter more than ever. Many business users still use personal inboxes for work tasks or operate without layered protections in place. With phishing emails now frequently designed to look like marketing communications, the boundary between personal and professional threat surfaces has blurred. IT teams must assume that not all employees will know the difference between a safe unsubscribe link and a dangerous one, and must build protections around that assumption.

The wider lesson here is that, whether individuals, businesses, or email service providers, even routine digital interactions need to be scrutinised in today’s threat landscape. Protecting users now means going beyond spam filters and encouraging safer behaviour at every level, from the tools people use to the training they receive. It seems that the unsubscribe button, once a symbol of user control, now serves as a reminder that even good habits can be weaponised if they’re not re-evaluated through a security lens.

A Berlin-based health tech company has received official European approval for its at-home saliva fertility tracker to be marketed as a certified contraceptive device, a first of its kind.

From Fertility Tracker to Certified Contraceptive

The product in question, called the Minilab, was developed by Inne, a women’s health startup founded by entrepreneur Eirini Rapti. Until now, the Minilab has been used primarily as a tool for tracking fertility and menstrual cycles, marketed to women trying to conceive. However, following a clinical trial and regulatory review, the device has now been certified as a medical contraceptive across Europe.

BSI

The approval came from the British Standards Institution (BSI), one of Europe’s major medical device certifiers, and paves the way for the Minilab’s roll-out across the EU, starting in Germany and Austria, with UK availability expected later this year.

An Effective Hormone-Free Alternative

What sets the Minilab apart is that it is non-invasive, hormone-free and digital-first. For example, instead of using oestrogen or progestin to suppress ovulation, or inserting physical devices like IUDs, the Minilab works by measuring a key reproductive hormone (i.e. progesterone) in saliva, thereby offering a precise read of a woman’s cycle in real time.

100% Effective In Study

A one-year study involving 300 women across 1,467 cycles found the method to be 100 per cent effective with perfect use, meaning no unprotected sex during the identified fertile window, and 92 per cent effective under typical use conditions. That puts it in line with the combined contraceptive pill (99 per cent perfect use, 93 per cent typical) and more effective than condoms (98 per cent perfect, 87 per cent typical), according to NHS data.

Caveat

However, it’s worth noting that the study was observational, relatively small, and not peer-reviewed, meaning further validation will be needed over time to bolster long-term trust.

The Science Behind the Saliva

In terms of the science behind it, the Minilab uses a lateral flow assay (a test format similar to COVID-19 and pregnancy tests) in combination with antibodies that react to progesterone. Each morning, users deposit a small amount of saliva on a test strip, which is then inserted into a pocket-sized electronic reader. Over 10 minutes, the device photographs and analyses how hormone particles move along the strip.

Companion App

The data is processed using image recognition and biochemistry algorithms, then synced with a companion app. The app displays hormone levels, indicates the user’s current fertility status, and highlights “high probability” days for pregnancy risk.

According to Rapti, this offers a more accurate and personalised experience than alternatives such as temperature-based methods (used by competitors like Natural Cycles) or calendar-based period tracking apps.

“Temperature can be affected by illness, disrupted sleep, or alcohol,” she explained (in an interview with Euronews Health). “Saliva gives you direct insight into hormonal changes — it’s biological data, not pattern recognition.”

Who Can Use It And Who Can’t?

While Inne is pitching the Minilab as a more comfortable and flexible method, it isn’t suitable for everyone. The company only recommends it for women who:

– Are over 18.

– Are not currently pregnant or breastfeeding.

– Have regular menstrual cycles (22 to 35 days).

– Are not taking hormonal contraceptives or other hormone-altering treatments.

– Have completed at least two full menstrual cycles after stopping hormonal contraception, pregnancy, or breastfeeding.

Flexible Test Window

The test window is flexible, allowing women to take it within a four-hour period each day, and everyday influences like minor illness, sleep quality, or alcohol consumption don’t affect the saliva readings, according to Inne.

Subscription-Only (For Now)

For now, the Minilab is available on a subscription basis, starting at €24 per month when paid upfront for two years. The device is already covered by Germany’s largest public health insurer, and the company is in discussions to expand insurance coverage to more markets.

A Sign of the Times in FemTech

Inne’s move into contraception could be said to reflect a broader trend in femtech, i.e., the intersection of digital health and women’s wellbeing, where user demand for hormone-free alternatives is growing. Apps like Natural Cycles and wearables like Daysy have gained traction, but most still rely on indirect indicators like temperature or physical symptoms.

Several other companies are also innovating in this space. Natural Cycles, based in Sweden, remains the most established, offering an app-based contraceptive approved by EU regulators and the US FDA, which relies on temperature readings and cycle tracking. US-based Oova uses urine hormone testing paired with an AI-driven app to support both conception and cycle tracking, while Mira offers a home hormone analyser that measures luteinising hormone (LH) and oestrogen metabolites using urine samples. Though not currently certified as contraceptives, these tools reflect a growing shift toward bio-data driven reproductive management.

Minilab’s focus on hormone measurement aims to make fertility awareness methods, which have long been viewed as unreliable, scientifically robust and medically certified. Also, unlike blood hormone tests, saliva offers a non-invasive, low-cost, and scalable home testing method.

“We are excited and proud to offer women a modern, safe, and hormone-free method that enables them to take charge of all aspects of their fertility,” said Eirini Rapti, Inne’s founder and CEO, in a statement on the company’s website. “This includes conception support, cycle tracking, and now — contraception.”

Not Without Its Limits

Despite the innovation, Inne’s Minilab is not a silver bullet. For example, the clinical study behind its certification has not been peer-reviewed and included only around 300 participants, which is a far cry from the multi-year, tens-of-thousands scale typically used to validate pharmaceutical contraceptives. There was also no control group to rule out behavioural bias.

It’s also worth noting here that like other fertility awareness methods, the device requires consistent, disciplined use, especially around the fertile window. While “perfect use” returned zero unintended pregnancies in the study, real-life adherence may prove more challenging.

As the Pearl Index for typical use (7.98) indicates, up to 8 in 100 women may still become pregnant annually which is something that regulators and healthcare providers will need to communicate clearly as adoption expands.

A Regulatory and Approval Milestone

For Inne, regulatory approval marks a major milestone in a mission to reshape reproductive health. It opens doors for reimbursement discussions, partnerships with public health bodies, and a foothold in the lucrative digital contraception market.

However, it also sets a precedent for other non-invasive, hormone-free technologies to follow. Natural Cycles, which became the first certified app-based contraceptive in 2017, paved the way for digital fertility solutions. Inne now adds a saliva-based dimension that could push the sector further toward precision diagnostics and preventative care.

Plans To Track Other Hormones

It seems that plans are already underway to extend the Minilab platform to track additional hormones like cortisol and testosterone, which could unlock applications in stress management, athletic performance, and broader hormone health.

A New Category?

As women increasingly demand options that are accurate, private, non-invasive, and side-effect free, regulators and insurers may be forced to rethink how they categorise and fund digital tools that sit between medicine, lifestyle, and health tech.

What Does This Mean For Your Business?

The regulatory approval of Inne’s Minilab not only introduces a new contraceptive option but also opens up a fresh category of health technology, i.e. one that blends medical-grade diagnostics with consumer-friendly usability. For women seeking hormone-free, side-effect-free alternatives, the Minilab represents a significant step forward in personalised reproductive care. Its arrival could prompt greater scrutiny of conventional methods and accelerate demand for more individualised solutions that place data and agency directly in users’ hands.

For healthcare professionals and regulators, the challenge now is how to support innovation without lowering the bar for safety and efficacy. The Minilab may be CE-certified, but the supporting evidence is still limited in size and scope. That means clear communication with users will be vital. Transparency around what “perfect use” actually requires, and how the device should and should not be used, will need to be prioritised across clinical guidance, marketing, and insurance frameworks.

UK businesses working in health tech, diagnostics, and femtech could see this as a signal to act. With the UK still aligning with many EU medical device regulations post-Brexit, and the BSI playing a dual role in both jurisdictions, there is a clear route to market for British innovators who can offer similarly precise, non-invasive, and hormone-free products. Private healthcare providers and employers may also begin to consider partnerships with platforms like Inne as part of wider wellbeing packages, particularly for staff cohorts seeking natural and flexible contraception options.

It seems that the wider digital contraception space is now under pressure to raise its own standards. While apps based on temperature or calendar data were once seen as disruptive, they now face competition from tools offering real-time biological insight. Saliva testing brings a new level of scientific grounding that could redefine what qualifies as reliable cycle tracking, especially as consumer expectations rise.

Inne may have been the first to gain certification for a saliva-based contraceptive, but it is unlikely to be the last. What happens next will depend on continued evidence, smart regulation, and how successfully these tools can prove their value not just in lab settings, but in the unpredictable realities of everyday life.