Sign of the Times: A Test That Knows Father Best

“Who Is the Father?”

That’s the question posed by a billboard that appeared last week alongside the 710 freeway just north of Long Beach. Those wanting to confirm paternity are told to call (800) DNA-TYPE.

As of Monday, the billboard--a first in the L.A. area--had elicited about 30 calls a day, says Caroline Caskey, president-founder of Identigene, a Houston-based DNA testing lab. She adds, “We have always had sort of a unique advertising approach.”

Those dialing the 800 number between 8 a.m. and 5 p.m. are referred to a “case manager” who gives them the bottom line on DNA testing for paternity: If baby and alleged father are a match, there’s a 99.9% probability that he’s the one. No match, no chance.

“We probably get 200 to 250 calls a day,” says Caskey, in response to identical billboards in 15 major cities, including Chicago, New York, Atlanta and Oklahoma City. “When presented with a phone number at the side of the road, people will call,” whereas they might be too shy to ask a doctor or a friend for a referral.

Callers, she says, include unwed mothers seeking to prove paternity in court to get child support, alleged fathers who think they may be paying child support for another man’s progeny, dads establishing paternity to gain visitation rights, adult children who suspect their fathers aren’t really their fathers, pregnant rape victims and adopting parents who want to verify the identity of the biological father.

Callers are referred to a lab in their area for a simple test in which skin cells are extracted by swab from inside the mouth--no blood is drawn--and are instructed to take a photo ID to their appointment “to make sure the right person shows up,” Caskey says. They will be photographed again and thumb-printed.

Samples are shipped to Houston for analysis, with results promised in one week. The cost: $600 (installment plan available) for the mother, child and alleged father to be tested, plus $20 each for local lab fees.

“We also offer a self-test option” with an in-home kit, also $600, Caskey says, “but it’s not going to be a legally admissible result.”