Health web site accreditation: opportunities and challenges.

The development of the health Internet creates opportunities and challenges for health care organizations. One challenge is building trust among users of online health resources. Research suggests that consumers do not fully trust health Web sites, with privacy and content quality among their concerns. Accreditation may offer a mechanism for health Web sites to demonstrate quality and trustworthiness to patients. URAC has created such an accreditation program, which was fully implemented in December 2001.