Self-swab rape kit company 'misled public', advertising watchdog rules

20 May 2026, 14:29 | Updated: 20 May 2026, 17:46

A company that claims to make self-swab kits for rape victims has been found to have misled the public.

The Advertising Standards Authority (ASA) upheld three complaints against Enough, including a statement that the kits can be used in rape trials was misleading.

The ASA said: "We had not seen any evidence that DNA evidence collected using Enough's kits had ever been deemed admissible in a rape trial."

The independent regulator said Enough had breached advertising rules over misleading advertising, substantiation and exaggeration.

It was found to have misled and exaggerated statistics about the prevalence of rape and its likelihood compared to cancer.

Enough said it respected the ruling, but despite criticism had upwardly revised the estimated number of rapes a year from 430,000 to 500,000.

It said its methodology had been approved by the Committee of Advertising Practice - the body that oversees the rules on advertising in the UK.

Enough stood by its claim "in principle" that the kits can be used in rape trials.

It claimed on its website that evidence collected through the company's self-swab kits could be used in court, and said unnamed KCs, a former director of public prosecutions and a former chief constable backed up their belief.

One KC said it was "conceivable that" the kits could be used.

However, the investigation by the ASA found the KC's claim it could possibly be used was "not adequate" support for their claim.

The ASA also said it had "not seen any evidence" the other legal professionals supported the company's view.

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The National Police Chiefs' Council, National Centre for Violence against Women and Girls and Public Protection, as well as the Victims' Commissioner and Rape Crisis, warned against the use of the kits in a joint statement at the end of March.

The ASA also said the firm misled the public and incorrectly substantiated claims that 430,000 people are raped every year, and that women are more likely to get raped than get cancer.

Enough said it produced the figure by using Office for National Statistics figures for England and Wales for 2024, and extrapolating the figures based on estimated levels of under-reporting.

Office for National Statistics data published in January found there were 74,174 rape offences in 2025.

This was a 5% increase on the previous year and amounted to 34% of all sexual offences.

However, rape is regarded as widely under-reported.

Enough said it had also used figures from Cancer Research to provide its claim that women were 2.2 times more likely to get raped than get cancer.

A spokesperson for Enough said: "Enough was created to address the 'do nothing gap' - the reality that many survivors never engage with police or SARCs (Sexual Assault Referral Centres), meaning potential evidence and opportunities for support are often lost entirely.

"We have always been clear that police and SARCs remain the best and most comprehensive option where survivors feel able to access them. Enough exists as an additional option for those who otherwise choose to do nothing."

(c) Sky News 2026: Self-swab rape kit company 'misled public', advertising watchdog rules