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January 1, 2003

Direct-to-Consumer Advertising of Genetic Testing

JAMA. 2003;289(1):45-46. doi:10.1001/jama.289.1.45-a

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.

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