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FTC Investigates Deceptive Marketing By Internet Health Sites

Wed, 04/26/2000 - 12:00am — Karen Stevenson
Description: 

The Federal Trade Commission (FTC) is targeting deceptive marketing practices of some Internet health sites in its "Operation Cure-All" campaign. The FTC alleges that these companies touted their products as being effective treatments or cures for various diseases, including arthritis, cancer, diabetes and AIDS, without adequate substantiation to support the claims. In addition, the FTC complaints challenge the companies' use of various types of sophisticated Internet techniques, such as metatags, hyperlinks, and mouseovers, to deceive consumers about the efficacy of their products. Last year the Commission announced an Internet surf that identified more than 400 Web sites making questionable claims for products sold to treat serious diseases. The FTC warns consumers to be on the lookout for the following typical phrases and marketing techniques that are used to deceive consumers:

- The product is advertised as a quick and effective cure-all for a wide range of ailments.
- Promoters use words like "scientific breakthrough," "miraculous cure," "exclusive product," "secret ingredient" or "ancient remedy."
- The text is written in "medicalese" - impressive-sounding terminology to disguise a lack of good science.
- The promoter claims the government, the medical profession or research scientists have conspired to suppress the product.
- The advertisement includes undocumented case histories or testimonials claiming amazing results.
- The product is advertised as available from only one source.

The Federal Trade Commission (FTC) is targeting deceptive marketing practices of some Internet health sites in its "Operation Cure-All" campaign. The FTC alleges that these companies touted their products as being effective treatments or cures for various diseases, including arthritis, cancer, diabetes and AIDS, without adequate substantiation to support the claims. In addition, the FTC complaints challenge the companies' use of various types of sophisticated Internet techniques, such as metatags, hyperlinks, and mouseovers, to deceive consumers about the efficacy of their products. Last year the Commission announced an Internet surf that identified more than 400 Web sites making questionable claims for products sold to treat serious diseases. The FTC warns consumers to be on the lookout for the following typical phrases and marketing techniques that are used to deceive consumers:

- The product is advertised as a quick and effective cure-all for a wide range of ailments.
- Promoters use words like "scientific breakthrough," "miraculous cure," "exclusive product," "secret ingredient" or "ancient remedy."
- The text is written in "medicalese" - impressive-sounding terminology to disguise a lack of good science.
- The promoter claims the government, the medical profession or research scientists have conspired to suppress the product.
- The advertisement includes undocumented case histories or testimonials claiming amazing results.
- The product is advertised as available from only one source.