'Fault' genes and false needs? A critical review on the direct-to-consumer marketing of genetic tests

Since the completion of the Human Genome Project in 2003, the field of personalized medicine on genetic data has been growing at a phenomenal pace. However, very limited research∄ about the marketing practices of companies which promote and sell DNA ancestry and-related genetic tests directly to the public. Based on a thorough analysis from a variety online and offline secondary data - such as the content of commercial websites and studies - this paper seeks to critically examine, discuss and highlight some issues arising from the process of commercializing genetic tests. Firstly, the study indicates emergence of a growing consumer marketplace for genetic data that provides to customers digital space for interaction, construction of biological consumer identities and a sense of. Secondly, the paper critically discusses how advertising messages of genetic tests the concepts of ‘consumer empowerment’ and ‘consumer choice.’ Finally, the author recommendations on ethical issues stemming from the marketing of genetic material to consumers’ genetic literacy and understanding of basic genetic information.