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The quality of health information on the internethttp://bmj.com/cgi/content/full/324/7337/557
EditorialsThe quality of health information on the internetAs for any other medium it varies widely; regulation is not the answer
This week's theme issue attempts to provide a framework for thinking about
the quality of health information on the internet Five years ago Impicciatore and colleagues reviewed website advice on managing fever in children and concluded that it varied widely in terms of accuracy, completeness, and consistency.1 Pick any medical problem today, and the chances are you'll find the same. With at least 80 studies reporting similar findings (G Eysenbach, personal communication), we need no more convincing that the quality of information on the web varies as widely as it does in other media. In 1997 Gagliardi and Jadad identified 47 instruments for measuring
healthcare quality on the internet. Four years later, they found
another 51 Health information on the internet ranges from personal accounts of illnesses and patient discussion groups to peer reviewed journal articles and clinical decision support tools. Defining a single quality standard for such a disparate collection of resources is challenging. Furthermore, different users may have different criteria for quality. Patients and caregivers may want simple explanations and reassurance, whereas healthcare professionals may want data from clinical trials. Criteria for determining quality can be organised by their applicability to various dimensions of online health information, such as content, type, and intended audience. For standards pertaining only to content we can use traditional metrics, such as the levels of evidence and strength of recommendations.4 The type of information also affects which measures are applicable. Medical knowledge can be evaluated by scientific standards, whereas literary or journalistic criteria may be more appropriate for personal narratives. And the intended audience influences the measures of quality that are applicable to a particular type of content. Consumer health information should be written at a comprehensible reading level; often patients want pragmatic information, such as how long their illness will prevent them from working, before scientific details.5 Shepperd and Charnock argue against "exceptionalism" for medical information
on the internet and support standards of quality that apply across
media (p 556).6
While this approach may be appropriate for many aspects of electronic
health resources, some features warrant special consideration. The
interface to online information can be distinguished from the
content, and the criteria for quality of an interface depend on the
communication technology used. Principles for good web design differ
from those for creation of high quality handheld applications.
Furthermore, our concepts of quality change as the technology
evolves. Nielsen's top 10 mistakes in web design remain relevant
today (box),7 but their
implications for usability have changed over time.8
Patients who seek online health information may have a variety
of physical impairments, and it is important to develop resources
that are usable by individuals with disabilities. The Web Accessibility
Initiative provides guidelines for assuring broad accessibility
to internet based information.9
Ethical considerations are also important in considering the quality of an
online resource. Early codes of conduct focused on honesty and
disclosure. As websites have become increasingly interactive In the final analysis, however, quality, like beauty, is in the eye of the beholder, and it is users' views we should be seeking. Many rating systems use surrogates for quality that do not identify sites that meet the needs of users. For example, assessing breast cancer sites, Meric and colleagues found that popularity did not correlate with traditional standards of quality (p 577).10 Eysenbach and Köhler observed that consumers are finding the correct answers to medical questions without looking for seals of approval (p 573).11 Ferguson describes the evolution from passive patients to empowered endusers who are active participants in their health care through interactions with internet-based resources (p 555).12 Ultimately, it seems likely that the market will decide. If healthcare information on the internet is already achieving such desirable outcomes, why is so much effort still being expended on defining, mandating, and regulating quality? A historical perspective may be instructive. Comparing the social effects of the telegraph and the internet, Tom Standage wrote that given a new invention, optimists see only its potential for good, while pessimists see only its potential for harm. "The hype, skepticism, and bewilderment associated with the Internet . . . are direct consequences of human nature, rather than technology."13 While the telegraph spawned new laws to minimise its potential harms, new practices evolved that largely circumvented them (human nature, again). Failing to fulfil either the extreme hopes or fears held out for it, the telegraph eventually settled into a useful role in communication, before being rendered obsolete by newer technologies such as the telephone. Regulation does not seem like the right strategy for improving the quality of
health information on the internet. Other approaches, such as
educating the producers of this content, look like a better long term
bet. However, such initiatives should not hinder the evolution of
communities, resources, and processes that are improving healthcare
outcomes. Surgery and Clinical Informatics, Duke University Medical Center, Durham,
North Carolina 27710, USA (purcell@duke.edu) Directorate General for the Information Society (Applications relating to
Health), European Commission, 1049 Brussels, Belgium (petra.wilson@cec.eu.int)
Footnotes GPP is a consultant to Unbound Medicine. PW's opinions do not necessarily reflect the position of the European Commission.
Rapid Response responses to this article:Read all Rapid Response responses
Related editorials in BMJ:
Other related articles in BMJ:
ALL INFORMATION, DATA, AND
MATERIAL CONTAINED, PRESENTED, OR PROVIDED HERE IS FOR GENERAL INFORMATION
PURPOSES ONLY AND IS NOT TO BE CONSTRUED AS REFLECTING THE KNOWLEDGE OR OPINIONS
OF THE PUBLISHER, AND IS NOT TO BE CONSTRUED OR INTENDED AS PROVIDING MEDICAL OR
LEGAL ADVICE. THE DECISION WHETHER OR NOT TO VACCINATE IS AN IMPORTANT AND
COMPLEX ISSUE AND SHOULD BE MADE BY YOU, AND YOU ALONE, IN CONSULTATION WITH
YOUR HEALTH CARE PROVIDER.
DISCLAIMER: All information, data, and material contained, presented, or provided here is for general information purposes only and is not to be construed as reflecting the knowledge or opinions of the publisher, and is not to be construed or intended as providing medical or legal advice. The decision whether or not to vaccinate is an important and complex issue and should be made by you, and you alone, in consultation with your health care provider.
Copyright 2012 by Vaccination News, A Non-Profit Corporation. All Rights Reserved. This content may not be copied unless permission in writing from Sandy Gottstein has been obtained. 
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 "A foolish faith in authority is the worst enemy of truth." -- Albert Einstein, letter to a friend, 1901 "I know of no safe depository of the ultimate powers of the society but the people themselves, and if we think them not enlightened enough to exercise control with a wholesome discretion, the remedy is not to take it from them, but to inform their discretion by education." -- Thomas Jefferson, letter to William C. Jarvis, September 28, 1820 "What's the point of vaccination if it doesn't protect you from the unvaccinated?" -- Sandy Gottstein "Who gets to decide what the greater good is and how many will be sacrificed to it?" -- Sandy Gottstein |
a
source of anxiety almost since its first appearance. 