Principles for Ethical Marketing on the Internet

0 Comments | Family Practice News, April 15, 2000 | by Erik L. Goldman

Standards for Web-based marketing of physician practices and other on-line medical information are still evolving, but some general principles for ethical Internet promotion have emerged, according to practice management consultant Karen Zupko.

One of the best formulations of an ethical approach to online health information comes from the Health on the Net (HON) Foundation, a nonprofit coalition based in Geneva that is dedicated to the evolution and advancement of new information technology in medicine.

The group's "HON-code" guidelines for good medical Web site conduct include these principles:

* All health advice or information presented on a Web site should be generated or approved by qualified and properly trained professionals.

* Supportive data and, in some cases, references or even "click throughs" to original sources should be provided for any medical or health-related claim or recommendation.

* Medical Web sites should clearly state that clinical information posted is intended to support but not substitute for face-to-face care by a qualified professional.

* Contact addresses for the practice and an e-mail address for the Web master should be displayed on the home page.

* Any advertising or promotional material intended to promote electronic commerce should be readily distinguishable from practice-specific or general clinical information.

* The site's advertising policy should be clearly stated, and any sources of revenue related to support of the site should be disclosed.

* The site should honor or even exceed all applicable national, state, and local regulations, requirements, and statutes regarding the confidentiality of information obtained from site visitors.