Beware autism assessment ads

There has been a noticeable rise in adverts via social media such as Instagram and Facebook targeting adults in the UK for rapid, sometimes same-day or one-day, autism (ASD) assessments. Advertising for ASD diagnosis services, especially quick or online assessments, can prey on vulnerable and desperate individuals in several key ways:

• Autistic people often have challenges understanding social cues and recognising when they might be misled or exploited. This makes them more trusting of adverts promising fast and easy access, without fully understanding the risks of inaccurate or incomplete diagnosis.

• Those seeking diagnosis - especially late-diagnosed adults - are often desperate for answers to validate their experiences and access support. Advertisers exploit this urgency by offering quick solution, when in fact a rigorous assessment cannot be properly done this quickly.

• Some adverts imply equivalence between quick private or online assessments and comprehensive multidisciplinary diagnostic processes, which is misleading and risks false reassurance or missed identification of other conditions; vulnerable people may not be able to distinguish these nuanced differences.

• Desperation combined with misleading adverts can lead to vulnerable adults spending significant sums on assessments that do not meet clinical standards or fail to provide appropriate post-diagnosis support.

Trends in online advertising of ASD assessments

Many clinics and private providers now promote ‘one-day’ or ‘instant’ autism assessments directly on social media, targeting adults - especially those seeking confirmation for symptoms recognised via online content or peer advice. These adverts commonly highlight convenience and speed, often advertising video or online assessment as a faster alternative to NHS waiting times. The messaging focuses on inclusivity and acceptance, referencing World Autism Acceptance Month and associated campaigns which generate increased engagement and awareness on social platforms each year. Campaigns by large charities and advocacy groups also create social media ‘noise’, but usually emphasise responsible diagnosis, not instant online assessments.

Concerns raised by these trends

National charities and some professional bodies have raised concerns that aggressive online advertising can mislead individuals into believing a quick, purely online service is clinically valid and equivalent to a full, multidisciplinary diagnostic process. There is particular concern about ‘fast-track’ private assessments which may lack rigour in history-taking, differential diagnosis, and follow-up support, especially when diagnoses are made without comprehensive in-person observation. Regulatory bodies have not yet published strict guidelines specific to online advertising of ASD assessments, but charities and advocacy groups call for greater oversight and increased clarity on the difference between awareness-raising campaigns and commercial diagnosis offerings.

Peer-reviewed perspective

While there is no direct peer-reviewed study on the marketing trends themselves, academic literature now frequently cautions about the risks of online and rapid ASD diagnosis, especially outside multidisciplinary NHS settings. These risks include misdiagnosis, under-recognition of complex presentations (e.g., adults who mask), and lack of safeguarding for vulnerable populations, as previously evidenced in the research on remote adult assessments. See Online diagnosis challenges.