The emergence of a global industry selling products and services marketed as stem
cells directly-to-the-consumer (DTC) raises serious ethical concerns over patient
safety and exploitation, conflicts of interest, clinical beneficence, distributive
justice, and trust in science and medicine. Of particular concern, is the wide range
of medical conditions that this industry targets without compelling evidence of safety
and efficacy while presenting itself as being consistent with ethical and professional
norms of scientific research and medical practice. By displaying symbols or ‘tokens
of legitimacy’ in their marketing, businesses can ostensibly confer credibility and
authenticity to operations that are inherently commercial and profit-orientated.
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