The rise of direct-to-consumer testing: is the NHS paying the price? Dozens of UK companies are offering private tests for a range of conditions and deficiencies. Some make claims that exceed the evidence base, and experts say regulation is needed to protect patients.
Emma Wilkinson reportsEmma Wilkinson freelance journalist "Take your health into your hands today," reads an advertisement for the Livit app, from Nightingale Health. Costing €179 (£155; $176), it encourages four blood tests a year, using "highly advanced blood analysis technology," and promises to predict how many healthy years of life a person has left. 1 The market for direct-to-consumer tests such as Livit is booming, with one piece of market research predicting that the global blood testing market will rise by 60% from around $80.50bn in 2021 to $128.45bn in 2028. 2 Experts are concerned that such companies are making misleading claims and leaving an already overworked NHS to follow up "abnormal results." Some have also warned of a lack of regulation to ensure that consumers truly know what test results mean.The BMJ's investigation has led us to refer two companies to the UK Advertising Standards Authority for misleading claims about the accuracy or detection rates associated with at-home tests. Another removed tests from its website after we got in touch (box 1). But in many cases it is the absence of information that is the problem, says Chris Salisbury, professor of primary healthcare at the University of Bristol. "There is a simplistic assumption that more information is better, so why shouldn't you get the tests done? Yet they're making claims without showing any of the disadvantages," he says.