Framing genetic risk: trust and credibility markers in online direct-to-consumer advertising for genetic testing

This study looks at Internet direct-to-consumer advertising (DTCA) for genetic testing to assess the way in which genetic risk information is framed to consumers, and strategies to establish trust and credibility in this context. Keywords specific to genetic test DTC advertising were entered into popular Internet search engines, arriving at 22 companies. Representations of benefits and risks on company websites were coded and themes were developed pertaining to promotional information of genetic tests for a variety of health conditions. Two strategies were most frequently used by companies to frame risk: underlining the basis of the condition, often with genetic determinist and essentialist undertones, and stressing the commonality of the conditions. Major credibility and trust markers employed were indications of organizational professional accreditation/recognition and credentials of company executives and staff. The DTC ads examined provided limited, vague or inaccurate information about disease etiology and promoted tests for use in broader at-risk populations than is normally indicated in clinical practice. Implications of these trends for Canadian consumers and clinicians are discussed.