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www.fdanews.com/articles/102691-dtc-campaigns-mislead-public

DTC Campaigns Mislead Public

January 2, 2008
In September, Myriad Genetics Laboratories launched a direct to consumer (DTC) campaign aggressively advertising its BRACAnalysis testing. The company holds an exclusive patent on genetic testing for the BRCA1 and BRCA2 genes for hereditary breast and ovarian cancer. The advertising campaign renewed the debate over the appropriateness of DTC advertising of genetic testing in general as well as sparked discussion over Myriad’s ads in particular.
Genetic Engineering & biotechnology News