GPR30, found to be expressed in 50% of cancer patients could induce the non‐genomic mediated tumour progression through mitogen‐activated protein kinase (MAPK) even where ERs are absent or blocked.67, 68 The time frame for genomic and non‐genomic responses is not the same, the genomic one is slower than non‐genomic response and lasts hours to days while the later lasts seconds to minutes. The gene discussed is GPER1; the disease is neoplasm.