Law360, New York (July 22, 2014, 11:32 AM EDT) -- A genome is an organism's complete set of DNA, a compound that contains the genetic instructions needed to develop and direct the activities of every organism. Scientific advances have enabled us to understand the role genes play in our health better than ever before, and with that understanding comes the promise of "personalized medicines" and incredible new products to better our lives and even predict, prevent and cure diseases. Consumers are aware of the buzz about advances in genetic science, and consumer excitement has created an opportunity for marketers to develop new products and marketing campaigns to capitalize on that excitement. In addition to consumers, it seems that federal regulators are also excited about these new products, and they have been actively bringing cases against them....
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