Internet health scams—Developing a taxonomy and risk‐of‐deception assessment tool

Abstract

The prevalence of health scams in Canada is increasing, facilitated by the rise of the Internet. However, little is known about the nature of this phenomena. This study sought to methodically identify and categorise Internet-based Health Scams (IHS) currently active in Canada, creating an initial taxonomy based on systematic Internet searches. A five-step Delphi approach, comprised of a multidisciplinary panel of health professionals from the University of British Columbia, in Vancouver, Canada, was used to establish consensus. The resulting taxonomy is the first to characterise the nature of IHS in North America. Five core areas of activity were identified: body image products, medical products, alternative health services, healthy lifestyle products, and diagnostic testing services. IHS purveyors relied on social expectations and psychological persuasion techniques to target consumers. Persuasion techniques included social engagement, claims of miraculous effects, scarcity, and the use of pseudoscientific language. These techniques exploited personality traits of sensation seeking, needing self-control, openness to taking risks, and the preference for uniqueness. The data gathered from the taxonomy allowed the Delphi panel to develop and pilot a simple risk-of-deception tool. This tool is intended to help healthcare professionals educate the public about IHS. It is suggested that, where relevant, healthcare professionals include a general discussion of IHS risks and marketing techniques with clients as a part of health promotion activities.

Public perceptions of Internet‐based health scams, and factors that promote engagement with them

“…There is a well‐documented history of fraudulent healthcare marketing beginning prior to the last century, particularly the sales of so‐called snake‐oil cure‐all remedies (Garrett et al, ; Fuchs, ; Hagist & Kotlikoff, ; Lorenzoni, Belloni, & Sassi, ; Murdoch, Carr, & Caulfield, ; Offit, ; Rance, ). However, the development of information technologies (particularly email, social media and the Web) has enabled a growing number of opportunities for the mass‐marketing of fraudulent health products and services on the Internet, or Internet health scams (IHS) as they are more commonly referred to (Garrett et al, ; Modic & Lea, ; Murdoch et al, ; Offit, ; Rusch, ). This study builds on earlier work exploring the nature of IHS (Garrett et al, ) and aims to provide a better understanding of the reasons why people engage with IHS, and also if contemporary psycho‐social theory helps explain increasing participation in scam activity.…”

“…As described in detail in the earlier part of this work (Garrett et al, ) fraud may be defined as the use of deceit, falsehoods or other fraudulent means to cheat a person of property, money, valuable security or any service. It therefore, involves some form of deception and for the purposes of this work, deception is regarded as a form of communication that involves two or more individuals (the deceiver and the deceived), where distortion or omissions of information by the deceiver serve to misrepresent something for financial benefit to the deceiver only (Garrett, ; Mahon, ; Miller & Stiff, ).…”

“…The non‐financial impact of these activities is more difficult to establish but includes the negative experience of humiliation over being perceived as naive. A more serious concern is that engaging in such dubious health practices may prove hazardous to health (Garrett et al, ; Cross, ; Murdoch et al, ).…”

“…In general, three distinct traits associated with increased consumer risk‐taking behaviours have been identified: (a) alternative routes of persuasion, (b) attitudes and beliefs that affect social interaction and (c) persuasion and influence techniques. (Garrett et al, ; Fischer, Modic, Lea, & Evans, ; Modic & Lea, ).…”

“…An example is making a noticeable statement in an advertisement that triggers fear. (Garrett et al, ; Fischer et al, ; Modic & Lea, ) This appeal to emotion by‐passes logical analysis and triggers consumer acceptance without greater analysis of the product.…”