New `Hi-Ethics' Alliance Will Focus on Content, Advertising and Privacy Issues

More than a dozen online health information competitors have formed an alliance to pledge an ethical code of conduct to consumers. Focusing on content, advertising and privacy issues, the group will develop standards designed to ensure that consumers are provided with health information that is reliable, safe and trustworthy. The alliance, titled Hi-Ethics (Health Internet Ethics) issued a statement outlining its purpose: "Internet users deserve high-quality content, responsible advertising and the protection of personal health information. In response to these needs, we agree to develop a set of ethics principles for health information on the Internet." Donald W. Kemper, acting chairperson of Hi-Ethics and president of Healthwise, Incorporated, said, "Though we compete with each other in this highly crowded Internet niche, we are all committed to educating patients so that they can be active partners with their physicians. We believe it is crucial that we come together to articulate principles for content, advertising and privacy so consumers can feel confident using our health information and sites to make better healthcare decisions." Founding organizations include: -- Adam.com, represented by President Brian Co and Medical Director Dr. Edmond Billings; -- allHealth.com, iVillage.com's Health Channel, represented by Chairwoman, allHealth.com Advisory Board Ginny Grenham; -- America Online, represented by Vice President for Domestic Public Policy Jill Lesser and Vice President for Integrity Assurance Tatiana Gau; -- AmericasDoctor.com, represented by Chairman and CEO Dr. Scott Rifkin; -- CareInsite, represented by Executive Vice President, Chief Technologist and Director Dr. David Margulies and Vice President of Physician Affairs Dr. Jonathan LaPook, Senior; -- Discoveryhealth.com represented by Vice President and General Manager Linda Yu; -- drkoop.com, represented by President and CEO Donald W. Hackett; -- HealthCentral.com, represented by President, CEO and Director Albert L. Greene and Senior Vice President of Operations Deryk Van Brunt; -- Healtheon and WebMD, represented by Nan Forte and Dr. Chuck Saunders; -- HealthGate, represented by President Bill Reece, -- Healthwise, Incorporated, represented by President and CEO Donald Kemper and Senior Vice President Molly Mettler; -- InteliHealth Inc., represented by Chief Medical Officer and Executive Vice President Dr. Joel Kahn; -- Medscape, represented by Editor In Chief Dr. George Lundberg; -- Mediconsult/Physicians' Online, represented by Chief Medical Officer Dr. Beth Nash; -- OnHealth, represented by General Manager Rebecca Farwell; -- Women.com, represented by Executive Editor Roseann Henry. These Alliance members represent approximately 27 percent of the total Internet audience according to PC Data. The members agreed that they owe it to the more than 60 million healthcare consumers who get medical information from the Internet to provide the same high standards of ethics and privacy that they receive in their doctors' offices. The same level of doctor-patient trust should be established, and the first step is starting a dialogue among industry leaders.