Enough's DNA Kits Misleading Ads Banned by ASA for Unproven Claims

The Advertising Standards Authority (ASA) ruled against Enough's misleading advertising claims regarding self-swab DNA testing kits for sexual assault victims. The ASA found that the posts lacked evidence to support assertions about court admissibility and inflated statistics regarding rape in the UK. According to Office for National Statistics (ONS) data, 71,227 rapes were reported to the police in 2024. Enough, which sells these kits for £20 and distributed them for free to Bristol students, stated they respect the ruling and have updated their wording.