This fall, commuters at the Broadway-Lafayette subway station in Manhattan were greeted by a striking juxtaposition of advertisements—one promoting cosmetics and another for Pickyourbaby.com, a site that offers genetic testing to help prospective parents select specific traits for their future children, such as hair color, eye color, and even intelligence quotient (IQ). The campaign, spearheaded by Kian Sadeghi, the 26-year-old founder of Nucleus Genomics, aims to make genetic selection as commonplace as beauty products.
Nucleus Genomics, a burgeoning startup in the genetic software sector, claims it can analyze IVF embryos to evaluate them based on 2,000 different traits and health risks. This technology leverages the significant influence of DNA on various characteristics, as highlighted in subway ads stating that “height is 80% genetic.” However, while the ability to select embryos based on desirable traits could potentially lead to healthier offspring, it raises ethical questions about genetic discrimination. Critics argue that focusing on traits like height and IQ may promote a culture of choosing embryos based on superficial preferences rather than health considerations.
Sadeghi believes that this widespread advertising will normalize the concept of genetic optimization. He envisions a future where parents can easily select traits for their children through a user-friendly mobile application. Yet, this raises concerns among medical professionals who fear that such practices could create unrealistic expectations. The medical community has largely resisted offering these tests due to worries about their reliability and the potential for societal implications, such as bias and discrimination based on physical attributes. This advertising strategy aims to circumvent traditional medical gatekeepers, pushing for consumer demand that could reshape the IVF landscape. As Nucleus moves to expand its campaign, questions remain about the ethical boundaries of genetic selection and the impact of these choices on society.
Source: The ads that sell the sizzle of genetic trait discrimination via MIT Technology Review