The DNA of a Narrative Attack: The Narratives Surrounding 23andMe’s Bankruptcy and Sale of Customers’ Genetic Data

When news broke that 23andMe might sell its vast trove of consumer genetic data as part of a bankruptcy process, public reaction was swift. Some users rushed to delete their data, while others turned to humor, conspiracy theories, and dark speculation, exposing biotechnology companies’ vulnerability to narrative manipulation. Beneath the surface of viral posts and ideological takes lies a deeper issue: the growing influence of online discourse on shaping perception, trust, and policy, especially when sensitive data and bioethics are at stake.

This is not new in practice – user data is bought and sold constantly without any notification to the user. The type of data being sold is undoubtedly new, bringing several challenges. This data is probably of most immediate value to drug developers and manufacturers; therefore, the pharmaceutical industry is a likely landing spot. However, the sale of genetic data is an untested and unaccounted-for territory from a legal perspective, and the sale of consumer data in the US has historically faced fewer regulatory roadblocks. 

LEARN: What Is Narrative Intelligence?

23andMe has publicly committed to finding a buyer who is interested in protecting customer data privacy, but this is just a statement and doesn’t bind the potential buyer in any way. Data provided by private genetic testing companies, such as 23andMe, is also not restricted by HIPAA. The data could conceivably be used and repurposed for several consumer targeting efforts – from marketing and advertising to blackmail. There are some mitigating factors. For much of its standard testing, 23andMe targeted genome sequences known to carry variations that predict genetic ancestry and are correlated with certain diseases. This means that, for their standard testing services and many of their users, this data does not include fully sequenced genomes. However, the company did offer expanded genotyping as a premium service.

Discussion online about the bankruptcy is muted – it has attracted colossal engagement, but not many people are posting about it. Many posts that attracted high engagement simply announced the filing and advised readers to delete their data from the site. However, most organic users conversing about the bankruptcy online took the opportunity to make light of predatory data brokerage and the flawed nature of public discourse on genetic testing. 

Over 7,000 posts with more than 80,000 engagements (18.5% of which included bot-like activity) contributed to the discourse surrounding the 23andMe sale, including narratives such as:

Narrative #1: DNA will be used to grow clones

A recurring narrative framed in both jest and paranoia suggests that 23andMe’s genetic data could be used to grow clones or engineer new humans. These posts often go viral through memes or satirical commentary, but they tap into deeper fears surrounding bodily autonomy, bioethics, and the commodification of human identity. The humor masks a persistent distrust of how consumer DNA might be repurposed once it is sold.

Narrative #2: Your DNA will be sold to the highest bidder, possibly China

This narrative claims that 23andMe’s bankruptcy opens the door for hostile foreign actors to acquire American genetic data. China is frequently cited, reflecting long-standing geopolitical anxieties and data sovereignty concerns. These posts often warn users to delete their profiles, playing into broader fears of biowarfare, surveillance, and global power imbalances.

Narrative #3: 23andMe was always about harvesting data

Another widely shared narrative argues that 23andMe’s true goal was never consumer health, but the mass extraction of valuable genetic data under the guise of ancestry insights. This storyline positions the company as predatory from the outset, using accessible marketing and curiosity about personal heritage to build one of the world’s largest private biodatasets quietly. It reflects a broader erosion of trust in tech-driven health platforms and their underlying motives.

The Way Forward

As the discourse surrounding 23andMe’s bankruptcy reveals, the stakes of narrative manipulation in the biotech space are only growing. Organizations must be proactive, not reactive, in navigating the complex intersection of data, trust, and online influence. The way forward includes: 

• Monitoring for Coordinated Narrative Amplification: The 23andMe controversy demonstrates how fringe or satirical narratives, such as cloning or foreign acquisition, can quickly gain traction. Organizations should employ narrative intelligence to detect early signs of coordinated amplification and synthetic influence.

• Preparing for Reputational Risk in Emerging Data Markets: As companies in biotech and health tech navigate bankruptcy, mergers, or data monetization strategies, the reputational risks from perceived data misuse will intensify. Narrative intelligence and threat analysis should be integrated into risk mitigation frameworks.

• Strengthening Crisis Communication Playbooks: Vague assurances about privacy are no longer sufficient. Institutions must be prepared to communicate consistently and transparently during narrative flashpoints, especially when handling sensitive personal data.

• Accounting for the Legal Grey Areas of Genomic Data: Unlike medical records, which are governed by HIPAA, consumer genetic data exists in a regulatory vacuum. This makes it especially vulnerable to narrative exploitation and public distrust. Legal and ethical advisory teams should stay ahead of emerging discourse.

• Anticipating the Next Data Crisis: Today it’s genetic data; tomorrow it could be biometric, neural, or behavioral. Organizations should develop foresight strategies to anticipate which datasets and industries will likely become narrative targets next.

High-engagement narratives, even those with minimal volume, can drive perception shifts. Platforms like Blackbird.AI’s Constellation help surface the actual impact of discourse and help detect inorganic behavior behind seemingly organic trends. With the right tools like narrative intelligence, organizations can regain control of their story before others define it for them.

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