- The Advertising Standards Authority (ASA) has upheld three complaints against Enough, a company marketing self-swab kits for rape victims, for misleading advertising.
- The ASA ruled that Enough falsely claimed its kits could be used in rape trials and misrepresented statistics regarding rape prevalence and its likelihood compared to cancer.
- Conservative MP Alicia Kearns criticised Enough, stating the company had been “lying” to victims and that its products were “exploitation dressed up as empathy”.
- Organisations including the National Police Chiefs’ Council and Rape Crisis UK have warned against the use of these kits, citing potential re-traumatisation and reduced trust in statutory services.
- Enough stated it respects the ASA's ruling but maintained its aim was to address the “do nothing gap” for survivors who might not engage with police or Sexual Assault Referral Centres.
IN FULL
Advertising watchdog rules at-home rape kit firm misled public with exaggerated claims
