There was confusion about who was behind labtestsonline.org.au. Many people thought it important to reassure visitors that the website is Australian, non-commercial and its authors are an authoritative source. They also wanted to be reassured through endorsements from government and reputable medical and health organisations. The AACB meant nothing to them and they thought it a good idea to explain its role and set out its credentials as an authoritative source. They were equally uncomprehending about RCPA and AACC.