Increasingly, consumers engage in health information seeking via the Internet. Taking
a communication perspective, this review argues why public health professionals should
be concerned about the topic, considers potential benefits, synthesizes quality concerns,
identifies criteria for evaluating online health information and critiques the literature.
More than 70 000 websites disseminate health information; in excess of 50 million
people seek health information online, with likely consequences for the health care
system. The Internet offers widespread access to health information, and the advantages
of interactivity, information tailoring and anonymity. However, access is inequitable
and use is hindered further by navigational challenges due to numerous design features
(e.g. disorganization, technical language and lack of permanence). Increasingly, critics
question the quality of online health information; limited research indicates that
much is inaccurate. Meager information-evaluation skills add to consumers' vulnerability,
and reinforce the need for quality standards and widespread criteria for evaluating
health information. Extant literature can be characterized as speculative, comprised
of basic 'how to' presentations, with little empirical research. Future research needs
to address the Internet as part of the larger health communication system and take
advantage of incorporating extant communication concepts. Not only should research
focus on the 'net-gap' and information quality, it also should address the inherently
communicative and transactional quality of Internet use. Both interpersonal and mass
communication concepts open avenues for investigation and understanding the influence
of the Internet on health beliefs and behaviors, health care, medical outcomes, and
the health care system.