As genomic sequencing has fallen in cost, the number of full sequences that have been made has risen exponentially.  So too has the number of use cases to which such data can be put, with some uses more ethical than others.  New research from Wharton explores the ethics of using genetic data for marketing purposes.

The study began due to the huge growth in genetic data held by companies, such as 23andMe and Ancestry.  While these databases are often used for medical purposes, they’re also increasingly informing users about any genetic risks they may face.  This coincided with a growing number of multinationals using genetic data in their marketing campaigns.

For instance, Spotify teamed up with Ancestry to “create playlists that match their genetic ancestry”.  Or Airbnb, which worked with 23andMe to offer trips based upon one’s genetic heritage.  These may have been relatively harmless PR stunts, but they raised the specter of breaches of ethical boundaries via the use of such data in the future.

Consumer needs

In essence, marketing is about addressing consumer needs, and each consumer often has unique needs.  The authors argue that these needs can often be driven by genetics, and that, just as Facebook provides access to a huge treasure trove of user data to allow targeted advertising, so might genetic data be used in a similar way in the future.

Ethically this can present a number of challenges, not just because people may not appreciate just how much information their DNA contains.  Many of the DNA sequencing firms have already raised eyebrows by selling the data to other companies.  This can be especially problematic given the insight our DNA provides not only into our own lives but also those of our relatives, who will almost certainly not have been asked for consent to be included in this transaction.

This could give rise to a range of troubling applications, from discrimination based on our DNA to scam marketing campaigns promising to do various things based upon this data, whether for medical or consumer ends.  For instance, companies may pledge to use our DNA to find a romantic partner, which is obviously quite absurd.

Uneven legal protection

The authors highlight how, while Europe has a degree of legal protection for such abuses, the landscape in the United States is far less advanced.  They highlight how America traditionally only regulates once harm has been done and pressure is applied on legislators, whereas Europe has historically been more preemptive.

For instance, the Federal Trade Commission has only recently started looking into the abuse of personal data by the tech giants, despite them harvesting such huge quantities for years.  The road to legislation for this investigation is a long one and the first steps are only just being made.

Given the uneven lobbying power that exists between consumers and industry actors, they argue that it’s unlikely that the US will lead the way in regulating this field.  Nonetheless, they believe that our genetic data should be treated with the sensitivity of our tax or medical data, with regulations erected to prevent retaining or sharing data that could be abused.