The identity of a web site should always be clear. Because it is easy to link from one web site to another, it can be difficult for consumers to determine what site they are on and how they got there. Through a series of clicks, it is easy to navigate away from the original web site without noticing. For example, banner ads, which appear across the top of the web page, may show a calculator, such as one to calculate body mass index. However, when a consumer clicks on this ad to enter height and weight, he or she is redirected to a different web site that may or may not be affiliated with the previous one. The date of material on the World Wide Web should also be clear. Responsible web-site operators regularly review and update their information to ensure accuracy. The date of the latest update can usually be found at the bottom of the web page. Information on web pages older than 3 to 6 months should be viewed as outdated.


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