Table 2.

Types of marketing language used on the home pages of internet pharmacies.

Characteristics	Description	Illegitimate (n=29)		Legitimate (n=7)
		Values, n (%)	Selected quotea	Values, n (%)	Selected quote
Quality	Language suggesting quality of medication or services	24 (83)	“We guarantee that all [medications] for sale on this site are 100% genuine and extremely powerful.”	2 (29)	“[We] offer you quality care...”
Safety	Language explicitly referring to the safety of medication products, internet ordering platform, or other services	19 (66)	“When it comes to your health, we know that safety is your number one concern. It’s ours too.”	1 (14)	“Besides delivering medicines at your doorstep, we...help people use their medicines effectively and safely.”
Customer service	Language suggesting availability of staff to answer questions or remedy problems	24 (83)	“24/7 customer support (we are always at your disposal!).”	4 (57)	“Customer service: get answers to your questions.”
Reputability	Language suggesting renown in selling or accreditation to sell prescription drugs	16 (55)	“[Our pharmacy] has a great reputation serving the community for 47 years and counting.”	4 (57)	“Accredited and Certified in all 50 states.”
Affordability	Language suggesting discounts or cheap prescription drugs	24 (83)	“[We] provide the same insulin that’s available in the US except our prices are much lower, and we pass on the savings to you.”	5 (71)	“At [our pharmacy], you can buy health products and medicines online at best discounts.”
Convenience	Language suggesting ease of internet pharmacy use or prescription drug purchase; fast delivery or services that allow for time savings	22 (76)	“The process of payment through Bitcoin is simple. You need to go through only a few steps to quickly confirm and complete your order.”	5 (71)	“You get the convenience of online shopping combined with the support and guidance of our dedicated team.”

^aQuotes were taken directly from internet pharmacy websites.