issue- could mislead investigations, process been criticised for no scientific basis, relying on intuition
believability of profiles explained by barnum effect, ambiguous descriptions can be made to fit any situation, (horoscope profiles appear to be accurate to all ),
Alison - officers were profile + list of actual characteristics half =fake, over 50% rated profile very accurate
lack reliability if profiles wrong, could mislead investigation, =more damage, commit more murders.
Jackson - smart offenders place misleading clues,
take care not be convinced by believability.