Net profits? Web site development and health improvement

The Internet has revolutionised information exchange. Its rapid connection of users and materials locally and globally make it an ideal health promotion medium, for both the public and professionals. However, the mechanisms through which it might contribute to health improvement are unclear. This paper provides an overview of Internet developments and presents findings from research carried out on behalf of the Health Education Board for Scotland, illustrating some of the assumptions implicit in using the Internet for health promotion. In the absence good evidence on the effects of delivering health promotion online, this paper argues that good practice requires greater responsiveness to user needs and circumstances at the planning stage, better quality assurance, more clearly defined indicators of “success” and the pathways to it, and more comprehensive evaluation of short‐ and long‐term impacts and outcomes.