The rapid expansion of the Internet and changes in the health market are giving rise to the emergence of web-based tools for seeking health information. As a result, the Web empowers consumers by allowing them to access important medical information that has traditionally been mediated through healthcare professionals. Along with this growing trend comes the challenge of establishing credibility in a digital environment saturated with health information. One way to begin addressing this challenge is to assess the projection of credibility of health information found online. The purpose of this paper is twofold. Firstly, to develop a better understanding of how projections of credibility might differ between traditional and non-traditional online health sources. The former defined as websites belonging to formal and conventional institutions and the latter defined as informal and unconventional organizations. Secondly, to develop some strategic approaches that might be employed to enhance perceptions of online credibility. This paper conducts a content analysis using the Health on the Net Foundation’s Code of Conduct for medical and health websites and DISCERN, an instrument that assesses the quality of written
information about treatment choices (DISCERN, 2012).