While quite recent in Europe, the private testing of individuals’ DNA is becoming increasingly pervasive every year. Companies promise their customers to help them discover who their ancestors are or what diseases they might develop in the future by selling them inexpensive genetic testing kits. The reason these kits became affordable is linked to the secondary use of the data. Once a customer is informed of their ancestry, companies keep using their genetic information for research purposes. This is quite concerning considering how sensitive genetic data is. noyb is investigating how the booming industry of DNA testing is handling data subjects’ personal data and whether the processes involved are in line with the GDPR.