Because the Internet is largely unregulated and unmonitored, it is important to evaluate the credibility and accuracy of the information you find. Literally, anyone can publish on the Web with varying degrees of authority.

In 2005, the Pew Internet and American Life Project reported that only one in six users of Internet search engines can tell the difference between unbiased search results and paid advertisements (www.msnbc.msn.com/id/6861158/print/1displaymode/1098). Below are a few techniques you can use to evaluate information you find on the Internet.

Step 1: Evaluate the Web Address¹³

Before you click on a link from a list of search results, look closely at the URL. The site's Web address can provide clues about the source of the information. Ask yourself the following questions.

• What type of site is this?

  With certain kinds of sites, the URL or Web address will end a certain way. This helps you know what kind of site you are visiting.

  • Commercial sites: .com
  • Government sites: .gov, .mil, or .us
  • Educational sites: .edu
  • Nonprofit sites: .org
  • Foreign sites: .ca (Canada), .de (Germany), .uk (United Kingdom)
• Who published this information?

  Generally, you can rely on information published by the original source. Retrieve Chicago Tribune news from www.chicagotribune.com for example, or find addiction information from the Substance Abuse and Mental Health Services Administration's (SAMHSA) agencies with samhsa.gov somewhere in the address.

• Is this someone's personal page?

  Look for a personal name (like srogers or rogers) in the URL. There's not necessarily anything wrong with using a personal Web site, but be aware there is no publisher or domain owner vouching for the content. Be sure to investigate the content carefully.

Step 2: Assess the Web Site's Content

Authority¹⁵

• Who is the author of this information and what are his/her credentials?
• Do you recognize the author's name? Is there a link on the site to another resource you trust as an authority?
• Is the author's bio cited? Does the site provide a way to request this information?

Documentation¹⁶

• Are there footnotes and a bibliography? This indicates whether the author has consulted other sources for the information presented. You might use these resources for verification of the information found.
• Is there a date on the site? If so, does the information appear to be current?
• How credible are the site's links to other resources?

Objectivity¹⁸

• Is the site sponsored by an institution? Does the author's affiliation with this institution suggest any possible bias?
• Does the site advocate a certain philosophy?
• Are there sponsors/advertisers on the site? Not all sites disclose their sponsors and advertisers uniformly. Look for labels and terms such as: sponsored links, sponsored results, sponsored sites, or advertising.
• Be aware that advertising can appear as links, banners, and buttons. While these advertisements may link to sites which offer information related to the subject at hand, often they are selling or promoting products. Sponsors and advertisers are not necessarily bad, but they should alert you to evaluate the site further.

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