Reading between the lines: Direct-to-consumer advertising of genetic testing in the USA

This article critiques on advertisement in a theatre playbill by a bio-tech nology company for its commercial test for the BRCA1 and BRCA2 genetic muta tion, which may indicate a higher risk for breast and ovarian cancer. The a dvertisement targets a vulnerable audience attending a play about one woman 's isolated and painful death from ovarian cancer. It promotes a product wi th incomplete and at times incorrect information, and it misguides women by suggesting that they contact the company directly about this test, rather than encouraging them to talk to their health core providers about genetic testing and their personal risk of breast cancer. In on era in which more g enetic tests will be integrated into clinical practice, we con expect on in crease in direct-to-consumer marketing for such tests. This advertisement i s on example of what we need to be on guard against.