Hospital websites have touted their facility's quality for as long as they have existed. Much of what they post is not only puffery ("we have the best" fill-in-the-blank) but most of it is meaningless. Some hospitals, however, do provide on their websites meaningful, transparent information about what they do. In 2013, for the first time, the Leapfrog Group and URAC handed out Hospital Website Transparency Awards to 7 hospitals, two with distinction with honors. The point was to draw attention to the problem of hospital websites potentially misleading consumers. These advertisements are barely regulated, if at all. The two sponsoring groups will make the award again in 2014; but the most interesting aspect of the whole enterprise is the criteria they will use to choose the winners. There are certainly lessons for hospitals there, but physicians should also take heed as they expand their presence on the internet.