Google Asked To Stop Running Ads Promoting 'Miracle Cures"

Contact: Michael Paranzino of Psoriasis Cure Now, 202-253-4863 or michael@psorcurenow.org Web: http://www.psorcurenow.org
KENSINGTON, Md., June 20 /U.S. Newswire/ -- "Psoriasis Cure Now," a nonprofit patient advocacy group, today asked internet search giant Google to enforce its own corporate policy against accepting advertisements that promote phony cures for incurable diseases. Google is currently running numerous paid ads designed to deceive people with psoriasis, a painful, incurable and often debilitating immune system disease that affects as many as 7.5 million Americans.
"The Google brand stands for integrity and credibility," said Michael Paranzino, president of Psoriasis Cure Now, "which is why we have asked Google to enforce its own sensible policy prohibiting ads for phony medical 'cures.' People with painful, incurable diseases are particularly vulnerable to scam artists seeking to prey on their misfortune. We hope Google will enforce its policy to protect its users from false and potentially unhealthy advertising."
Google's content policy clearly states: "Advertising is not permitted for the promotion of miracle cures, such as 'Cure cancer overnight!'" ( https://adwords.google.com/select/contentpolicy.html ) Yet as of yesterday, nine different paid ads alongside search results for the word "psoriasis" made just that kind of bogus claim, including: "Psoriasis Can Be Cured"; "New Psoriasis Cure"; "eradicate your psoriasis in 2-3 days"; and "treatment guaranteed to end Psoriasis."
Unfortunately, there is no cure for psoriasis. In fact, scientists believe a dozen or more different genes may play a role in this complex disease, along with environmental triggers that make psoriasis even more difficult to treat.
Google competitor Yahoo! is not running any psoriasis advertisements that make obviously false claims. "We applaud Yahoo! for its practice and look forward to Google enforcing its policy to protect both its users and its corporate image," Paranzino added.

The Genetics Of Psoriasis

A new gene associated with a variant of psoriasis and seborrheic dermatitis has been identified by a research group led by Dr. Ohad Birk at the Morris Kahn Laboratory of Human Genetics at Ben Gurion University and Soroka Medical Center. The gene discovered by the Israeli researchers is of much interest as it allows the first major molecular insight into why the specific skin cells proliferate excessively, causing these two common skin diseases. Psoriasis and seborrheic dermatitis affect 2-3% of the population worldwide and 85% of AIDS patients. Both skin diseases are caused by excessive proliferation of specific cells (keratinocytes) in the skin. To date, there is only very limited understanding as to the molecular mechanisms causing these two common disorders. The two-and-a-half-year study examined an Israeli Moroccan Jewish family with 44 members over five generations who showed signs characteristic of psoriasis and seborrheic dermatitis. By using advanced techniques to analyze DNA samples of the affected members of the family and comparing them to normal, unmutated DNA, Ramon Birnbaum, a doctoral student at Birk's laboratory, has succeeded in pinning the beginning of the molecular pathway on a mutation in a gene that is normally expressed, or "turned on" in the keratinocytes. The gene is believed to suppress or regulate cell proliferation and is thought to be a transcription factor, meaning that it switches on other genes, which may also play a role in the disease. When mutated, this regulation malfunctions, enabling excessive proliferation of skin cells and calling in cells of the immune system. The findings, to be reported in this month's issue of Nature Genetics, allow new insights into the mechanism of disease in psoriasis and seborrheic dermatitis. In turn, these insights are likely to assist pharmaceutical companies in developing "smart drugs" for these two common skin diseases.

Types Of Psoriasis

Plaque-type psoriasis is the most common form of the disease and is commonly referred to as psoriasis vulgaris (Camisa 56). It is characterized by inflamed skin lesions topped with silvery white scales. It can assume many different appearances based on where it is located, the activity of the disease, and the treatment being administered. It is most commonly found on the elbows, knees, scalp, sacrum, umbilicus, intergluteal cleft, and genitalia (Camisa 56).
Guttate psoriasis is characterized by small dot-like lesions. It is most common in children and young adults who have a prior history of upper respiratory infection, pharyngitis, or tonsillitis (Camisa 64). The lesions are not as scaly as plaque-type psoriasis and are likely to be found on the trunk and involve the face (Camisa 64).
Pustular psoriasis is characterized by pustules, which are blister-like lesions of non-infectious fluid, and intense scaling. Individuals with pustular psoriasis are often among the most seriously ill and may have to be hospitalized (Camisa 67).
Erythrodermic psoriasis is the most uncommon form of psoriasis and is characterized by intense redness and swelling, exfoliation of dead skin, and pain. Erythrodermic psoriasis usually develops during the course of chronic psoriasis, however in some cases it may be the initial type of psoriasis even in children (Camisa 74). Individuals with this type of psoriasis may experience chills, low grade fever, and may be rather uncomfortable (Camisa 75).
Inverse psoriasis is characterized by smooth inflamed lesions in the body folds -- armpits, under the breast, skin folds of the groin, buttocks, and genitals.
Koebner's Phenomenon psoriasis are psoriatic lesions which appear at the site of injury, infection or other skin psoriasis, or may be a new lesion in an existing case.
The degree of psoriasis can also vary from individual to individual. It ranges in severity from mild (affects less than 2% of body) to moderate (affects 2-10% of body) to severe (affects greater than 10% of the body). Skin injury and irritation, sun exposure, diet, stress and anxiety, medications, and infections have been known to make psoriasis worse.