Journal of Public Policy & Marketing
This research reviews the current state of affairs in the fast-growing area of direct-to-consumer marketing of genetic tests. The authors identify the unique nature of genetic tests and the ensuing consumer vulnerability. They also present a comprehensive examination of the current legal environment and an empirical analysis of genetic testing companies' online marketing practices. On the basis of the analysis and review, they make a set of policy recommendations that consists of consumer education, physician intervention and education, and direct regulation of marketing activities, especially as they relate to the online medium.
Original Publication Citation
Liu, Y., & Pearson, Y. E. (2008). Direct-to-consumer marketing of predictive medical genetic tests: Assessment of current practices and policy recommendations. Journal of Public Policy & Marketing, 27(2), 131-148. doi:10.1509/jppm.27.2.131
Liu, Yuping and Pearson, Yvette E., "Direct-To-Consumer Marketing of Predictive Medical Genetic Tests: Assessment of Current Practices and Policy Recommendations" (2008). Marketing Faculty Publications. 13.