Advertising Authority Bans DNA Self-Swab Kit Ads

The Advertising Standards Authority has banned online advertisements for DNA self-swab testing kits sold by Enough. The ruling found that the company's website, LinkedIn post and GoFundMe page contained claims that lacked supporting evidence. The ASA determined that the posts gave an impression that evidence collected with the kits would be admissible in court if used correctly.

It also ruled that statements about the annual number of rapes in the UK and comparisons to cancer diagnoses were not substantiated. Sir Martin Narey, who filed the complaint, said the advertisements exaggerated the likelihood of rape and could frighten young women and parents.

He noted that some people had purchased the kits hoping the results would help secure prosecutions.

Complaints and Investigations at the ASA, said the company did not have evidence to support the reliability claims made in the advertisements. The authority ordered Enough not to state or imply that evidence from the kits is admissible in court without adequate substantiation.

The ASA also directed the company to avoid making claims about the number of rapes unless it can provide supporting data. Enough launched the kits in Bristol last year and has distributed them free to students while selling them online for £20.

Enough said it respects the ASA ruling and has updated its wording to reflect guidance from the Committees of Advertising Practice. " Enough said the kits were created to address situations where people do not report incidents to police or sexual assault referral centres. Forensic experts had previously raised concerns that the kits could give victims false hope.