Writing in the December issue of Obstetrics & Gynecology, Dr. Erin Tracy said DTC ads for genetic tests are virtually unregulated and tests are costly and oft-misunderstood by consumers. Referring to the BracAnalysis ad campaign by Myriad Genetics, Tracy said: “Some patients with no risk factors for breast cancer come in and request the test for BRCA-1 and BRCA-2 mutations. The ads are compelling and they're emotionally driven. I end up spending time discussing why a particular test being advertised is not appropriate when I should be addressing important issues such as eating a healthy diet or smoking cessation.”