Halla Þorvaldsdóttir, the director of the Icelandic Cancer Society, has publicly opposed cancer screenings being offered by the company Intuens. She argues that the scientific community does not support these screenings, describing the marketing strategies employed by Intuens as unethical, especially towards the relatives of cancer patients. This position comes amid rising criticism from health specialists regarding the validity and efficacy of Intuens's screening methods.

Many healthcare experts have raised concerns that the screenings could potentially do more harm than good. Specifically, the Icelandic Cancer Society reports that the screenings may promote false assurances about health and lead to increased health anxiety among those tested. They claim that the results from such screenings may give individuals a misleading sense of security, which can deter them from seeking necessary medical advice or treatment.

In response to this backlash, the director of Intuens has dismissed the criticisms, arguing that their screenings are scientifically valid and can detect diseases before they manifest significant symptoms. This disagreement between Intuens and the Cancer Society highlights an ongoing debate in the medical community regarding the ethics and effectiveness of certain health screening practices.