Breast cancer is the most common cancer worldwide, with steady increases in incidence over the last decades. “The current NICE criteria used in general practice are missing up to 95% of women under 50 who will go on to develop breast cancer. The research was supported by Cancer Research UK and Breast Cancer Now. Comparison of NICE criteria with the BOADICEA multifactorial risk model to guide breast cancer risk assessment and referral amongst women under age 50 within primary care. Priorities for breast cancer risk assessment in UK women under age 50: A survey and discrete choice experiment.