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People use the Internet to search for the same types of information for which they had traditionally looked to a medical reference book. Unlike books, however, few web sites are transparent in terms of identifying their sources and their sponsoring or sanctioning organization. Not all web sites are created equally or with the intent of providing unbiased information to the public. While promoting well-being and providing education on health topics are common on the Internet, so too are selling questionable products and advocating experimental treatments with no proven value.

Some topics are easy to find, while others may take much searching

Web sites that receive a lot of hits may be a testament to how well organized and easily navigable they are. Many visits may also reflect a level of trust in an organization and a belief that consumers will find reliable information.

When looking for information on the American health care system, 41% of individuals searched Health America's web site,