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collection of phenotype data and other personal information through web-based surveys, in order to perform genome-wide association studies (GWAS).3 In March 2012, 23andMe reported having DNA data for approximately 200 000 customers (with nearly 90% having opted in to participate in research), and more than 90 million individual survey responses or ‘phenotypic data points’.4 An earlier announcement by 23andMe stated that from a total of about 100 000 customers, around 76% agreed to participate in research.5 Fifty-nine percent of research participants provided responses to 23andMe’s online questionnaires, with those taking surveys filling out at least 10 surveys on average.

Ethics: Dynamic consent in the digital age of biology: online initiatives and regulatory considerations