Rapid advances in diagnostic technology, coupled with persuasive advertising, have resulted in a surge of direct-to-consumer self-tests, often sold under the banner of “wellness.” Marketed as tools for empowerment and early detection, these self-tests promise convenience and autonomy and are promoted as tools for individuals to proactively manage their health. Self-testing can also offer an anticipated alternative route for health management, given the challenges in accessing primary care. But behind the glossy marketing lies multiple difficulties with real world use, and considerable potential for harm.

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