Several companies now allow people to track down their genetic makeup and geographic heritage just by providing a cheek swab or saliva sample.
The results provide consumers revealing information on their ancestry, insights into possible health risks and can even identify unknown family members.
Millions of the kits have been sold in recent years and they have become popular presents during the festive period.
However, the popularity boom has raised ethical issues as some companies have shared data with law enforcement organisations or sold it on to third parties.
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