Snake oil salesmen used to arrive in town selling bottles of miracle cures from the back of a horse-drawn wagon. In the 21st century, these charlatans arrive on the screens of late night TV, on pages of newspapers and magazines, in your mailbox, and increasingly on the Internet.

Each year, billions of consumer dollars are wasted on unproven, fraudulently marketed, and often useless health care products and treatments. In addition to wasting money, thousands of consumers with serious medical conditions are wasting valuable time fiddling with these products, often causing additional harm or endangering their lives, when they should be seeking professional treatment.

There are ways to tell when a health related claim is likely to be bogus. The first rule of thumb is always “if it sounds too good to be true, it probably is.” But you should also learn to recognize typical phrases and marketing techniques used to deceive you and ones you should avoid:

. Products advertised as quick and effective cure-alls for a variety of ailments or undiagnosed pain.

. Products promoted with words such as “scientific breakthrough,” “miraculous cure,” “exclusive product,” “secret ingredient,” or “ancient remedy.”

. Promoters claiming that medical professionals, scientists or government agencies have conspired to suppress the product.

. Advertisements using undocumented case histories claiming amazing results.

. Products advertised as available from only one source, with advance payment required.

Clinics requiring patients to travel away from home to receive treatment deserve scrutiny. Legitimate clinics may offer effective treatments, but some prescribe untested, unapproved, ineffective and possibly dangerous “cures.” Moreover, “doctors” who work in such clinics may lack certification and in some cases not even possess a medical degree. For these reasons, you should contact state or local health authorities where the clinic is located before you make arrangements.

Health fraud is a nasty business that sells false hope and is peopled by vultures who prey on innocent victims of diseases such as cancer, AIDS and arthritis. This dirty industry thrives on the wishful thinking of people in pain and reaps enormous profits because it promises quick cures and easy solutions to desperate victims.

High on the list of ailments that attract health fraud is cancer. A diagnosis of cancer often induces feelings of fear and hopelessness, prompting the afflicted to try unproven remedies or visit clinics that promise a cure. Although many cancer patients have been helped by participating in legitimate clinical trials of experimental therapies, many others have wasted time and money on fraudulently marketed, ineffective treatments. No single device or remedy is capable of treating all forms of cancer. Each requires highly specialized treatment best determined by a physician.

People diagnosed with AIDS and HIV may feel pressured to try “experimental” drugs or treatments. Doing so can be dangerous, may delay proper medical care, can be expensive, and can leave bills not covered by insurance.

An estimated 37 million Americans suffer from arthritis and $2 billion is spent annually on phony remedies. Thousands of dietary and “natural cures” are sold for arthritis, including mussel extract, vitamins, desiccated liver pills, and honey and vinegar mixtures. Most scientists believe there is insufficient medical evidence to suggest that a lack of vitamins or minerals causes arthritis or that taking dietary supplements can give relief. The Arthritis Foundation advises that symptoms should be monitored by a doctor because the condition can worsen if not properly treated. And remember, a label of “natural” is no guarantee of a product’s safety or effectiveness.

If you or a family member suffer from these diseases or others, don’t fall for miracle cures or unsubstantiated claims, seek a familiar medical professional or a recognized health care facility. Even more, watch over your friends and family, especially the elderly, who may be too fearful, desperate or impaired to make informed judgements.

Consumer Forum is a collaboration of the Bangor Daily News and Northeast COMBAT-Maine Center for the Public Interest, Maine’s membership-funded, nonprofit consumer organization. Individual membership $25, business rates start at $125 (0-10 employees). For help and information write: Consumer Forum, Bangor Daily News, PO Box 1329, Bangor 04402-1329.