I think for consumers it's best to go with name brand identification. If you can trust The National Institutes of Health and the National Cancer Institute in general, you can trust their web site. Other than that, it's the same. Information is information no matter where. Process is process no matter where.
Ethics are ethics no matter where.
Trustworthy people are trustworthy people no matter what medium they're in. Most of what is on the Internet is the same as it would be in person or in print form, it's just that the Internet is a different medium. There should be healthy skepticism. If you look up shark cartilage, you find 275 sites on shark cartilage and they're all complete tripe. But that's the topic.