Consumers are being sold a new version of “health” – one driven by the assumption that collecting more data is always a good thing in an expanding commercial market of tests and wearables. But what if we’re being persuaded that we’re unwell in order to be sold more? Deborah will explore how health is being marketed, how normality is being reframed as risk and how many consumer tests are gateways to further interventions. Dr Deborah Cohen is an award winning medically qualified broadcaster, journalist and editor, who has worked across mainstream and academic print, digital, TV and radio. She is author of the book: “Bad Influence; How the internet hijacked our health” was published in January this year. Having established the investigations unit at The BMJ, one of the world-leading medical and health policy journals, she specialises in complex investigations combing rigorous data analysis with journalism. Dr Cohen was recently Science Editor of ITV News and UK and Health Correspondent for BBC Newsnight leading their Covid-19 coverage. With several major investigations for BBC Panorama, Channel 4 Dispatches, ITV Tonight and BBC’s File on Four, Dr Cohen’s work has contributed to major changes in health policy and medical practice. It and has led to questions being asked in parliaments around the world. Her work has also garnered international media coverage and has been the basis of Netflix documentaries and global investigations. In addition to her experience working at the interface of the mainstream media and academia, Dr Cohen has substantial experience helping experts develop and present their work in a digestible and accessible way This talk was recorded at our event ‘Direct-to-Consumer Medical Testing: Exploring Opportunities & Challenges’ which took place at St Anne’s College, University of Oxford on Tuesday 5th May 2026.

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