NEW YORK — Protecting yourself online extends beyond securing your financial data and personal identification. People using Internet-based pharmacies to buy medication and beauty products put their health and physical well-being at stake.

The National Association of Boards of Pharmacy, a national licensing agency has developed the Verified Internet Pharmacy Practice Sites program to assure consumers that they are dealing with licensed pharmacies.

Web sites with the VIPPS seal have certified compliance with board standards for storing medication, quality control and protecting patient confidentiality.

"As consumers continue to turn to the Internet for access to hard-to-find medications such as Tamiflu, or for better prices on drugs not covered by insurance or Medicare, they need to be extra vigilant to ensure they aren't receiving counterfeit, improperly stored, diluted or otherwise tainted medication," said Matthew Stepka, vice president of online pharmacy drugstore.com.

VIPPS certification requires online pharmacies to offer free phone consultations with a pharmacist. Many also allow customers to submit e-mail questions.

Online pharmacies often offer lower prices than conventional drugstores, and many accept prescription insurance coverage. They also frequently provide healthcare information as well as price comparisons. But the greatest advantage over storefront pharmacies remains sheer convenience — without sacrificing quality or safety.