Adverts for DNA self-swab kits banned as misleading
Summary
The Advertising Standards Authority (ASA) banned adverts from the company Enough that offered DNA self-swab kits for sexual assault victims. The ASA found the adverts made unproven claims about how the test results could be used in court and exaggerated the number of rapes in the UK.Key Facts
- Enough sells DNA self-swab kits for people who think they were sexually assaulted.
- The kits allow users to collect DNA evidence themselves to potentially help identify assailants.
- ASA banned Enough’s adverts because they made claims not supported by evidence.
- The adverts stated that test results would likely be accepted in court, which the ASA found misleading.
- The adverts also exaggerated how many women are raped each year in the UK, quoting figures higher than official data.
- Official statistics reported 71,227 rapes reported to police in 2024, but Enough claimed the number was much higher.
- Experts and forensic groups have warned that self-swab kits without proper support could give false hope and even risk survivors’ safety.
- Enough has agreed to change their adverts after the ASA ruling and was told not to claim their evidence is court-admissible without proof.
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