In Reply: Dr Levin points out that the Dor
Yesharim program is characterized by community member consultation and careful
tailoring. This is distinct from the genetic disease screening advertisements
for the Jewish community we cited as problematic. The advertisements we observed
for other testing programs appeared in a national Jewish magazine and a regional
Jewish community newspaper. While narrowly applied targeting has value, broader
community targeting in marketing raises concerns.
Gollust SE, Chandros Hull S, Wilfond B. Direct-to-Consumer Advertising of Genetic Testing. JAMA. 2003;289(1):45-46. doi:10.1001/jama.289.1.45-a