Overview
- Upholding three complaints Tuesday, the UK ad regulator ordered Enough’s promotions to stop in their current form.
- Investigators said the claim that self‑swab samples can be used in rape trials was misleading and found no cases where such DNA was admitted.
- The watchdog ruled the company overstated rape prevalence, contrasting its headline figures with ONS data showing 74,174 recorded rapes in 2025.
- Enough said it respected the ruling and raised its annual estimate to 500,000, citing a CAP review of its method and saying court use remains possible in principle.
- Police leaders and Rape Crisis warned the kits can create false hopes, retraumatise survivors, and erode trust in free forensic care at Sexual Assault Referral Centres.