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Journal of Business Ethics

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09.10.2020 | Original Paper

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

verfasst von: Alexander Nill, Gene Laczniak

Erschienen in: Journal of Business Ethics | Ausgabe 4/2022

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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.

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To illustrate: A specificity of 80% means that the test detected 80% of people who do not have the condition but (falsely) identified 20% as positive who do not have the condition. However, specificity says nothing about the probability of false positive tests.

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Titel: Direct-to-Consumer Genetic Testing and Its Marketing: Emergent Ethical and Public Policy Implications
verfasst von: Alexander Nill
Gene Laczniak
Publikationsdatum: 09.10.2020
Verlag: Springer Netherlands
Erschienen in: Journal of Business Ethics / Ausgabe 4/2022
Print ISSN: 0167-4544
Elektronische ISSN: 1573-0697
DOI: https://doi.org/10.1007/s10551-020-04632-z

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