Medicine, market and communication: ethical considerations in regard to persuasive communication in direct-to-consumer genetic testing services
Abstract Background Commercial genetic testing offered over the internet, known as direct-to-consumer genetic testing (DTC GT), currently is under ethical attack. A common critique aims at the limited validation of the tests as well as the risk of psycho-social stress or adaption of incorrect behavi...
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| Format: | Article |
| Language: | English |
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BMC
2018-06-01
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| Series: | BMC Medical Ethics |
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| Online Access: | http://link.springer.com/article/10.1186/s12910-018-0292-3 |
| _version_ | 1819205410673917952 |
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| author | Manuel Schaper Silke Schicktanz |
| author_facet | Manuel Schaper Silke Schicktanz |
| author_sort | Manuel Schaper |
| collection | DOAJ |
| description | Abstract Background Commercial genetic testing offered over the internet, known as direct-to-consumer genetic testing (DTC GT), currently is under ethical attack. A common critique aims at the limited validation of the tests as well as the risk of psycho-social stress or adaption of incorrect behavior by users triggered by misleading health information. Here, we examine in detail the specific role of advertising communication of DTC GT companies from a medical ethical perspective. Our argumentative analysis departs from the starting point that DTC GT operates at the intersection of two different contexts: medicine on the one hand and the market on the other. Both fields differ strongly with regard to their standards of communication practices and the underlying normative assumptions regarding autonomy and responsibility. Methods Following a short review of the ethical contexts of medical and commercial communication, we provide case examples for persuasive messages of DTC GT websites and briefly analyze their design with a multi-modal approach to illustrate some of their problematic implications. Results We observe three main aspects in DTC GT advertising communication: (1) the use of material suggesting medical professional legitimacy as a trust-establishing tool, (2) the suggestion of empowerment as a benefit of using DTC GT services and (3) the narrative of responsibility as a persuasive appeal to a moral self-conception. Conclusions While strengthening and respecting the autonomy of a patient is the focus in medical communication, specifically genetic counselling, persuasive communication is the normal mode in marketing of consumer goods, presuming an autonomous, rational, independent consumer. This creates tension in the context of DTC GT regarding the expectation and normative assessment of communication strategies. Our analysis can even the ground for a better understanding of ethical problems associated with intersections of medical and commercial communication and point to perspectives of analysis of DTC GT advertising. |
| first_indexed | 2024-12-23T04:51:16Z |
| format | Article |
| id | doaj.art-0bd3f1661ea04b788e1a879d583bf0c6 |
| institution | Directory Open Access Journal |
| issn | 1472-6939 |
| language | English |
| last_indexed | 2024-12-23T04:51:16Z |
| publishDate | 2018-06-01 |
| publisher | BMC |
| record_format | Article |
| series | BMC Medical Ethics |
| spelling | doaj.art-0bd3f1661ea04b788e1a879d583bf0c62022-12-21T17:59:26ZengBMCBMC Medical Ethics1472-69392018-06-0119111110.1186/s12910-018-0292-3Medicine, market and communication: ethical considerations in regard to persuasive communication in direct-to-consumer genetic testing servicesManuel Schaper0Silke Schicktanz1Department of Medical Ethics and History of Medicine, University Medical Center GöttingenDepartment of Medical Ethics and History of Medicine, University Medical Center GöttingenAbstract Background Commercial genetic testing offered over the internet, known as direct-to-consumer genetic testing (DTC GT), currently is under ethical attack. A common critique aims at the limited validation of the tests as well as the risk of psycho-social stress or adaption of incorrect behavior by users triggered by misleading health information. Here, we examine in detail the specific role of advertising communication of DTC GT companies from a medical ethical perspective. Our argumentative analysis departs from the starting point that DTC GT operates at the intersection of two different contexts: medicine on the one hand and the market on the other. Both fields differ strongly with regard to their standards of communication practices and the underlying normative assumptions regarding autonomy and responsibility. Methods Following a short review of the ethical contexts of medical and commercial communication, we provide case examples for persuasive messages of DTC GT websites and briefly analyze their design with a multi-modal approach to illustrate some of their problematic implications. Results We observe three main aspects in DTC GT advertising communication: (1) the use of material suggesting medical professional legitimacy as a trust-establishing tool, (2) the suggestion of empowerment as a benefit of using DTC GT services and (3) the narrative of responsibility as a persuasive appeal to a moral self-conception. Conclusions While strengthening and respecting the autonomy of a patient is the focus in medical communication, specifically genetic counselling, persuasive communication is the normal mode in marketing of consumer goods, presuming an autonomous, rational, independent consumer. This creates tension in the context of DTC GT regarding the expectation and normative assessment of communication strategies. Our analysis can even the ground for a better understanding of ethical problems associated with intersections of medical and commercial communication and point to perspectives of analysis of DTC GT advertising.http://link.springer.com/article/10.1186/s12910-018-0292-3Direct-to-consumer genetic testingCommunication ethicsAdvertisingGenetic CounsellingPersuasive communication |
| spellingShingle | Manuel Schaper Silke Schicktanz Medicine, market and communication: ethical considerations in regard to persuasive communication in direct-to-consumer genetic testing services BMC Medical Ethics Direct-to-consumer genetic testing Communication ethics Advertising Genetic Counselling Persuasive communication |
| title | Medicine, market and communication: ethical considerations in regard to persuasive communication in direct-to-consumer genetic testing services |
| title_full | Medicine, market and communication: ethical considerations in regard to persuasive communication in direct-to-consumer genetic testing services |
| title_fullStr | Medicine, market and communication: ethical considerations in regard to persuasive communication in direct-to-consumer genetic testing services |
| title_full_unstemmed | Medicine, market and communication: ethical considerations in regard to persuasive communication in direct-to-consumer genetic testing services |
| title_short | Medicine, market and communication: ethical considerations in regard to persuasive communication in direct-to-consumer genetic testing services |
| title_sort | medicine market and communication ethical considerations in regard to persuasive communication in direct to consumer genetic testing services |
| topic | Direct-to-consumer genetic testing Communication ethics Advertising Genetic Counselling Persuasive communication |
| url | http://link.springer.com/article/10.1186/s12910-018-0292-3 |
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