Genetic information could enable brands to serve consumers in personalized ways, but numerous ethical and privacy issues must be addressed by marketers and legislators, a paper in the Journal of Marketing has argued.

Why it matters

The study, “Genetic Data: Potential Uses and Misuses in Marketing,” quoted estimates that over 30 million people have taken a DNA test to date, while several nations around the world have also launched programs to collect genetic data of various kinds. But ethical discussions and legislation lag behind the technological capabilities.

The potential uses of genetic data

Genetic indicators could be deployed...