Ever hear the saying “don’t believe everything you read”? It’s especially true when your personal health is at stake. A recent blog post takes a critical look at the credibility and reliability of user-generated testimonials on health Web sites. One high-profile example explored is the case of Lifestyle Lift, a cosmetic company which offers a face-lift procedure purported to be safer and less invasive than traditional plastic surgery. But, as it turns out, the “buzz” surrounding the revolutionary procedure was fabricated.

According to the New York’s attorney general Andrew Cuomo, the company distributed an internal e-mail to employees which read: “I need you to devote the day to doing more postings on the Web as a satisfied client.” In 2009, the New York State Attorney General’s office charged the company with paying employees to fabricate “real-life” testimonials on its internet homepage. The company paid $300,000 in penalties and costs, and claims it has removed the fake testimonials from its Web site. This “astroturf marketing” strategy aimed to create a false grassroots buzz for the Lifestyle Lift procedure, fueled of course by fabricated testimonials.

So, how much can you really believe on a health Web site, or any site for that matter?

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