Name-brand genes: Is our genetic makeup what’s next in personal branding?

Posted: April 16, 2013 at 10:47 pm

Posted at 07:53 AM ET, 04/16/2013

Apr 16, 2013 11:53 AM EDT

An American flag flies in front of the Supreme Court in Washington on June 27, 2012. (Alex Brandon - AP)

The Supreme Court heard arguments Monday in a case that could decide whether its possible to patent specific human genes that have been "snipped" out of our DNA and isolated in the laboratory. If the justices rule that Myriad Genetics can patent two human genes thought to be responsible for breast and ovarian cancer, we could be headed down a slippery genetic slope. A single corporation could own an essential part of what makes us human our genes and be able to use its patent monopoly to block other innovators from conducting research on specific fragments of our DNA.

According SCOTUS Blogs Amy Howe, the Justices appear to be leaning away from the position that specific human genes can be patented. One analogy the Court used was, as SCOTUS Blogs Lyle Denniston writes, "the leaf or sap of an Amazonian plant that has curative potentia l for human disease." Another analogy was the wooden baseball bat that has been shaped out of a tree limb. The plant growing in the Amazon cant be patented by researchers, just as the tree growing in the forest cant be patented by researchers. However, what can be patented is the process for extracting the sap from the plant or the actual product the baseball bat or medicine that is made from nature.

But heres where things get interesting: the Supreme Court, again according to Howes analysis, appears to have left open the door for corporations to patent complementary DNA (cDNA) synthetic DNA molecules that function the same as human DNA. (Justice Kennedy referred to these as "economy-class genes.") Using the analogies above, it would be like figuring out how to create a synthetic Amazonian plant or a synthetic Louisville Slugger tree in the laboratory an impressive feat of innovation worthy of a patent.

The undated handout photo shows the pipetting of a DNA solution, the typical thread structure of the DNA molecule. (Anonymous - ASSOCIATED PRESS) So, what if biotech corporations start creating synthetic genes that could be spliced into the human genome?

After all, if Myriad Genetics can patent the genes thought to be responsible for breast cancer and ovarian cancer, couldnt other companies patent synthetic genes responsible for things like superior athletic and physical performance? Since 1982, the U.S. Patent and Trademark Office (USPTO) has been handing out patents for human genes, which is how Myriad Genetics acquired its patents. Whats to stop the USPTO from handing out patents for synthetic genes as well?

Imagine a future where Nike peddles designer synthetic genes for, say, superior cardiovascular performance alongside its running and cycling gear, or Adidas sells designer genes for tallness alongside its new line of basketball shoes. It likely wouldnt stop there. When you think about the thousands of genetic markers that help to distinguish us from everyone else, its easy to see how the rise of synthetic designer genes would inevitably lead to the first designer baby. Parents in the future might not be able to resist a guarantee that their baby will have the right genes for beauty, brains, and longevity as well as even more specific characteristics.

Of course, there are a few caveats about designer synthetic genes. For one thing, its still extraordinarily difficult to determine which genes are actually responsible for specific traits and characteristics. You might sign up for one synthetic gene and get entirely different results than you expected. And, according to Myriad Genetics, its also extraordinarily expensive to create the genetic mapping process for extracting copies of genes found within the human body and isolating them within a laboratory environment. As the Supreme Court appears to realize, you dont engage in this activity unless theres a world of profit out there for the taking, which is what a patent monopoly on human genes would give you.

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Name-brand genes: Is our genetic makeup what’s next in personal branding?

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