The Advertising Standards Authority (ASA) has banned a series of adverts promoting self-swab DNA kits marketed to people who believe they may have experienced sexual assault, ruling that the claims made by the company Enough were misleading and lacked adequate evidence.
Enough's kits include a swab, water vial, plastic tube and instructions intended to allow users to collect DNA samples at home following an alleged assault. The company stated that samples could be tested for the DNA of an alleged perpetrator and stored for potential future use.
According to the ASA ruling, the company's advertising gave the impression that evidence collected using the kits could be admissible in court if handled correctly. The regulator concluded that Enough did not hold sufficient evidence to support these claims.
The BBC has more information.