ABSTRACT
This chapter examines the ways in which the reimagining of personalized medicine through personal genomics was strongly challenged by regulators, policy advisors and clinicians. These contestations covered issues to do with individual risk prediction, the regulation of online consumer genetic testing services, and the different imaginings of the person of personal genomics. The chapter discusses how supporters and critics of personal genome services constructed conflicting images of the person to whom these services would be marketed. One of the central claims not only of institutions such as the NHGRI and also of personal genomics companies was the expectation that providing genetic risk information to people would be an effective way of fostering behavioural change. The result of the FDA's interventions in 2010 is that many firms have modified how they market and deliver their services such that the rubric DTC no longer applies as well as it did in 2007 when personal genome services first appeared.
