Federal regulators and the California Attorney General's office have filed suit against DNA test kit seller CRI Genetics, saying they misled consumers about the effectiveness of their products compared to their competitors' tests.
The company violated California’s Unfair Competition Law and False Advertising Law by "misrepresenting to consumers that its DNA ancestry testing is more accurate and detailed than those of CRI’s competitors," states the lawsuit, filed in U.S. District Court for the Central District of California.
CRI also falsely claims that its reports" would show consumers exactly where their ancestors were from and when they arrived there with over 90 percent
accuracy going back 50 or more generations," states the suit. "Defendant made these claims on the
Internet through a variety of deceptive means."
The company "lured consumers to its marketing websites using websites
deceptively formatted to look like independent sites for unbiased reviews and
ratings of DNA ancestry testing companies," the lawsuit further alleges. "Defendant failed to disclose on the websites that it owned them and provided the content in them. Defendant then doubled down on the deception by posting phony consumer reviews purportedly from 'satisfied' customers."
It also posted a false message that its test kits were in short supply as a way to "pressure consumers to buy products and services
immediately," the lawsuit said.
It seeks a permanent injunction against the company to prevent it from continuing to violate state and federal laws, plus penalties of $2,500 per violation for each violation of the California Business and Professions Code.
The plaintiffs are represented by Katharine Barach and Carla L. Cheung, of the Federal Trade Commission, and California Attorney General Rob Botna, with members of his staff, including Nicklas A. Akers, Judith Fiorentini, Micah C.E. Osgood and Michelle Burkhart.
Federal Trade Commission v. CRI Genetics, LLC, U.S. District Court for the Central District of California, 2:23-CV-9824
.