From May to September 2019, we promoted and sold a service on our website described as an Aboriginality Report or Aboriginal DNA Report which could be purchased online without the need to speak with our sales consultants. The ACCC raised concerns with us that the overall impression created on our website about this service was false or misleading under the Australian Consumer Law. It is the ACCC’s view that this service could not determine, or could not meaningfully assist in determining, whether an individual is of Aboriginal descent. The report could in fact only compare a customer’s DNA results to a limited database of Aboriginal individuals from specific geographic areas of Australia, and this was not disclosed clearly on our website.
Government agencies and community organisations usually accept three ‘working criteria’ as confirmation of Aboriginal or Torres Strait Islander heritage:
- being of Aboriginal or Torres Strait Islander descent
- identifying as an Aboriginal or Torres Strait Islander person
- being accepted as such by the community in which you live, or formerly lived.
None of these criteria can be determined by DNA testing.
We no longer offer this report and we have issued refunds to all consumers who purchased this service through our website during the timeframe outlined above.