ASA ruling

The ASA ruling and comment about it has caused confusion

Enough does not produce advertising trying to sell kits. The ruling refers to website and social media copy

Enough did not mislead about the amount of rape, which we estimate is more than 500,000 per year. We agreed to ensure that this is labelled as an estimate, and the basis of calculation

Enough did not mislead that its DNA samples can in principle be admissible. We agreed to always insert the words “in principle” alongside “can”.

Only 1 complaint was made to the ASA, by a former ASA board member, previously a senior member of the criminal justice system