Pharmaceutical Executive-12-03-2008

The already crowded health portal market will get a bit tighter with the addition of myOptumHealth.com. But unlike the other WebMDs of the world (wide Web), Optum comes with a built-in base of 60 million users and the muscle of the UnitedHealth Group.

The Federal Trade Commission is tightening the rules for who is a paid endorser and what advertisers need to disclose about them. Look for new transparency on payment and new language to replace "your mileage may vary."