“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.1The 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…

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