'Only a click away - DTC genetics for ancestry, health, love…and more: A view of the business and regulatory landscape'.

Introduction The direct-to-consumer (DTC) genetic testing industry is growing: Several companies have already amassed quite significant databases, which are being or could be used for ongoing health research (examples include 23andMe, AncestryDNA, Gene by Gene, and Illumina's new Helix venture) and other purposes, such as targeted marketing and broader surveillance ( Table 1 ). 1 , 2 In part the growth has occurred because DTC genetics is now relatively frictionless.

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