Principles Governing Chapter Website Content
Robert P. Inlow, MD, FACS, Chair
Communications Subcommittee
Governors Committee on Chapter Activities
A number of articles on "ethical principles" for health-related websites have recently been published. To assist the College's Chapters in developing websites that adhere to the basic tenets of these principles, the following guidelines have been developed for Chapter governing councils to ensure that their website content is appropriately presented online.
Truthfulness, honesty, integrity, timeliness, clarity of content and the separation of advertising from editorial content are the hallmarks of a properly managed Chapter website.
Content: All material placed on the website – the content – should be correct and truthful. Opinions should be labeled as such. Quoted material should be checked for accuracy and fully attributed to the source. Grammar, spelling and names should be checked. All authors should be specified. Material should be dated. Sponsorship or funding should be clearly disclosed. The owner and manager(s) of the Web site also should be disclosed so that website "visitors" can report questions or problems. If areas of the site are restricted, specify who has access and how access can be obtained.
Content becomes obsolete or outdated over various periods of time. Update at appropriate intervals to keep website content timely.
Links to other websites: All links must permit the viewer to return to the previous site. Links must not take the viewer to an unintended site. All material is copyrighted. Do not frame another site without permission. All links should be reviewed periodically and changed as needed.
Confidentiality: A "Confidentiality Statement" should be present. Outline the information that is collected and how the information will be used. If usage statistics (hits) are obtained, this should be disclosed to the website viewers.
Advertising and sponsorship: Advertising is permitted on chapter websites and is to be distinguished from acknowledgment of sponsorship. Advertising and editorial content are to be identifiable, separate, and independent. Links from any advertising to an external website should go through a "buffer page" indicating that the viewer is leaving the Chapter website and permitting the viewer to return. The buffer page also should contain a disclaimer, warning that the linked site may not adhere to the Chapter's confidentiality policy. Advertisements should not appear on the home page.
Acknowledgment of sponsors should be brief. Sponsors may be recognized on the home page. Acknowledgments may link to a separate page with more detail but should not link to the sponsor's site.
Be ever mindful that you are a "brand," and that your brand name has value. Be aware that much of the value of your brand is due to association with the American College of Surgeons. Do nothing that might diminish its value.
Links of Interest:
Keys for Site Development | Resources for Web Builders
Revised March 20, 2001