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Recent media portrayals of developments in stem cell research underline the high expectations that surround this field. Trials for stem cell treatments are currently underway around the world; however, very few applications are widely available. In spite of this, a range of purported stem cell therapies are being marketed directly to patients, principally via the Internet. Scientists and clinicians have expressed concerns about the marketing of unproven treatments but responses thus far have been based upon a limited understanding of the dynamics of the advertising of such treatments. Drawing on the findings from a qualitative analysis of online, “direct-to-consumer” advertisements (DTCA) for stem cell treatments, this article examines the role played by such advertisements in the “political economy of hope.” It reveals the various techniques used by advertisers to effect a positive portrayal of treatments and thus help engender confidence in treatments and trust in providers. It concludes by discussing the implications of the findings for policy responses to the marketing of such treatments. [ABSTRACT FROM AUTHOR]