The Advertising Standards Authority (ASA) has banned online advertisements for DNA self-swab testing kits, citing misleading claims about their use in court and the prevalence of rape in the UK. The company, Enough, had made unproven assertions on its website, a LinkedIn post, and a GoFundMe page.
Sir Martin Narey, former head of the Prison and Probation Services in England and Wales, who lodged the complaint, expressed concern that the adverts were "frightening young women and terrifying their parents by exaggerating the likelihood of being raped." Miles Lockwood from the ASA confirmed the posts were banned due to a lack of supporting evidence.
Enough stated that it respects the ASA's decision and has since revised its wording. Narey, who had initially supported Enough's "Dads for Daughters" initiative, grew increasingly worried that the company might be overstating its claims. The company, which originated in Bristol, had also claimed that a woman was twice as likely to be raped as diagnosed with cancer, and had inflated figures concerning the annual number of rapes in the UK.
Official figures from the Office for National Statistics (ONS) indicate that 71,227 rapes were reported to the police in 2024. Enough, however, suggested this number could be significantly higher, accounting for unreported incidents. Narey's primary concern, however, was not the rape statistics but the claims regarding the admissibility of evidence obtained from the self-swab kits in legal proceedings. He noted that young women and their parents purchased these kits hoping they might assist in bringing perpetrators to justice, but suggested the kits were more likely to have the opposite effect.
Enough began distributing the kits to students in Bristol free of charge last year and has also offered them for sale online at £20. The kits are designed to enable individuals who believe they have been sexually assaulted to collect a DNA swab at home for analysis, with the aim of identifying the alleged perpetrator's DNA and storing the results.
Forensic experts had previously voiced concerns to the BBC about these do-it-yourself kits, warning they could provide false hope to victims. In September 2024, the Faculty of Forensic and Legal Medicine, along with various clinicians, forensic scientists, and the Forensic Capability Network, issued a joint statement. They indicated that they do not currently endorse the use of self-swab kits, as they could potentially "put survivors at risk" if not accompanied by appropriate information and support.
At the time of these concerns, Enough maintained that the kits served as a deterrent amidst "intolerable levels of rape" and offered an alternative reporting channel outside the formal criminal justice system. The advertising claims that were specifically challenged included whether evidence from the kits was admissible in court and could be substantiated, as well as the figures cited for rape incidence: "430,000 rapes a year," "430,000 rapes in the UK last year," and "Over 400,000 women are raped every year." Additionally, statements such as "a woman is twice as likely to be raped as be diagnosed with cancer" and "Our daughters are twice as likely to be raped than get cancer" were scrutinized.
The ASA upheld all three complaints, leading to the banning of all the advertisements. The company has been instructed not to claim or imply that evidence collected via its self-testing kits is admissible in court without sufficient substantiation. Furthermore, Enough is prohibited from making claims about the incidence of rape or the number of women raped unless adequately supported by evidence.
Miles Lockwood, director of Complaints and Investigations at the ASA, explained that the core issue was Enough giving an impression of greater reliability for the DNA evidence collected through the kits than was actually the case. He emphasized that the company lacked the necessary evidence to support its advertising claims. Lockwood added that given the sensitive nature of promoting DNA self-test kits to individuals who have experienced trauma, a high standard of evidence is expected for any claims made.
In response, Enough issued a statement affirming its "respect" for the ASA's ruling and confirming that its wording has been updated for clarity. A spokesperson noted that discussions with the Committees of Advertising Practice have led to revised wording that aligns with their guidance. The company stated that its claims regarding the annual number of rapes in the UK now refer to "estimated" figures and that its kits "can in principle be admissible in court." Enough reiterated its mission to address the "do nothing gap" for those who choose not to report to the police or sexual assault referral centers, while acknowledging that these formal channels remain the "best and most comprehensive option" when survivors feel able to access them.
