Industry-sponsored direct-to-consumer advertising has come under fire for pushing the overuse of experimental treatments, but health care providers' advertisements have escaped as much scrutiny. The use of stereotactic radiation therapy is a new technology that has generated debate over certain manufacturers' marketing strategies. Since health care providers' websites are also heavily promoting this technology, it is important to carefully assess the veracity of their marketing claims. Using two of the top brands of stereotactic radiosurgery equipment, we examined the websites of every US hospital and private practice that offers stereotactic radiation. Manufacturers' data was used to identify centers. Excluded were centers without websites. 212 centers with internet ads for stereotactic radiation made up the final study population. Websites were inspected for any ads that did not adhere to the American Medical Association's guidelines for advertising. Ads from providers promoting stereotactic radiation were clear and forceful. It is necessary to conduct additional research on provider advertising, its impact on care quality, and possible oversight procedures.

Radiation Therapy, Marketing Claims, Stereotactic.