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Direct-to-Consumer Genetic Testing and Its Marketing: Emergent Ethical and Public Policy Implications

Author

Listed:
  • Alexander Nill

    (University of Nevada Las Vegas)

  • Gene Laczniak

    (Marquette University)

Abstract

This paper provides a marketing ethics analysis that addresses the practice of selling genetic tests (GT) directly to the consumer (DTC). It details the complexity of this emergent sector by articulating the panoply of evolving ethical/social questions raised by this development. It advances the conversation about DTC genetic testing by reviewing the business and healthcare literature concerning this topic and by laying out the inherent ethical complications for consumers, marketers, and regulators. It also points to several possible public and company policy adjustments. Because this area is relatively new and incredibly dynamic, its current discussion is necessarily an exercise in the “logic of discovery” rather than the “protocol of validation”. The paper serves as a primer for the types of GT being promoted. It also calls for a public discourse in the academic and general community to uncover and define the ethical guidelines and systemic adjustments necessary to create fairness in the various DTC transactions occurring between genetic test sellers and the buyers/clients of their services.

Suggested Citation

  • Alexander Nill & Gene Laczniak, 2022. "Direct-to-Consumer Genetic Testing and Its Marketing: Emergent Ethical and Public Policy Implications," Journal of Business Ethics, Springer, vol. 175(4), pages 669-688, February.
    • Handle: RePEc:kap:jbuset:v:175:y:2022:i:4:d:10.1007_s10551-020-04632-z
    DOI: 10.1007/s10551-020-04632-z
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    References listed on IDEAS

    as
    1. Cheryl Berg & Kelly Fryer-Edwards, 2008. "The Ethical Challenges of Direct-to-Consumer Genetic Testing," Journal of Business Ethics, Springer, vol. 77(1), pages 17-31, January.
    2. Alba, Joseph W & Hutchinson, J Wesley, 2000. "Knowledge Calibration: What Consumers Know and What They Think They Know," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(2), pages 123-156, September.
    3. Pepijn Pol & Frank Bakker, 2010. "Direct-to-Consumer Advertising of Pharmaceuticals as a Matter of Corporate Social Responsibility?," Journal of Business Ethics, Springer, vol. 94(2), pages 211-224, June.
    4. Robert C Green & Nita A Farahany, 2014. "Regulation: The FDA is overcautious on consumer genomics," Nature, Nature, vol. 505(7483), pages 286-287, January.
    5. repec:cup:judgdm:v:9:y:2014:i:2:p:152-158 is not listed on IDEAS
    6. Laczniak, Gene R. & Murphy, Patrick E., 2006. "Marketing, Consumers and Technology: Perspectives for Enhancing Ethical Transactions," Business Ethics Quarterly, Cambridge University Press, vol. 16(3), pages 313-321, July.
    7. Qiang Liu & Hongju Liu & Manohar Kalwani, 2020. "“See your doctor”: the impact of direct-to-consumer advertising on patients with different affliction levels," Marketing Letters, Springer, vol. 31(1), pages 37-48, March.
    8. repec:reg:rpubli:141 is not listed on IDEAS
    9. Paul Biegler, 2014. "Placebogenic Potential is no Reason to Favour Pharmaceutical Advertising," Journal of Business Ethics, Springer, vol. 123(1), pages 145-155, August.
    10. Jennifer Gerard Ball, 2018. "Caring or Compulsion? The Effects of Consumer Attributions of Risk Information Disclosure in Direct‐to‐Consumer Prescription Drug Advertising," Journal of Consumer Affairs, Wiley Blackwell, vol. 52(3), pages 623-654, November.
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    Cited by:

    1. Esmonde, Katelyn & Roth, Stephen & Walker, Alexis, 2023. "A social and ethical framework for providing health information obtained from combining genetics and fitness tracking data," Technology in Society, Elsevier, vol. 74(C).

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