If it is on the internet, it must be true! Not. Online media may present as an entertainment video but really be a commercial. A publication can appear to a research article but actually be an opinion blog. A website, at first glance, may seem to belong to a fact-based, educational non-profit group but, in reality, promote a for-profit company’s agenda. We will identify ways in which businesses try to manipulate the viewer. Underlying messages will be decoded using the values of biomedical ethics. Online breastfeeding media will be analyzed through the lens of biomedical ethics and the IBLCE Code of Professional Conduct to uncover their true meaning.