Direct-to-consumer (DTC) advertising of predictive genetic tests (PGT) is gaining popularity and media attention, but empirical research on the topic is lacking. Consumer attitudes, intentions and behavior in response to a web-based PGT-DTC ad were assessed. Overall, consumers hold favorable attitudes to PGT-DTC ads and were willing to talk to their doctors about PGTs. However, consumers did not appear ready to engage in an active, pre-defined information search behavior. Marketers will need to continue educating consumers and providers, in particularly physicians, about PGTs use, validity and place in the healthcare market.