Beware "Miracle" Cures in Cyberspace.

• Position: Brief Article

Unscrupulous marketers are using cyberspace to peddle "miracle" treatments and cures to vulnerable consumers. A number of their ads--which feature exotic potions and pills, special curative diets, or "newly discovered" treatments--contain questionable claims about the effectiveness and safety of these products or services, warns the Federal Trade Commission (FTC), which found the misleading or deceptive ads while surfing the Internet.

Misleading offers for products and treatments for heart disease, cancer, AIDS, diabetes, arthritis, multiple sclerosis, and other medical conditions can be costly in several ways. Consumers could lose their money and increase their health risk, especially if they delay or forgo proper medical treatment. The FTC advises consumers to consult their doctor, pharmacist, other health care professional, or public health organizations before purchasing any product or treatment with a claim that sounds too good to be true.

It also cautions consumers who have a serious or chronic illness to be wary as they consider ads for products or services to treat their conditions--whether the pitches are made on the Internet, television, or radio, or in newspapers, magazines, or brochures--and to ask themselves one very important question: If a medical breakthrough really has occurred in the treatment of a serious illness, would the news be announced first in an ad?

How can you tell if an advertised claim for a "miracle" health-related product is likely to be phony, exaggerated, or unproven? The FTC says these tip-offs...