Information privacy concerns are one of the major causes behind a dramatic decline in the readiness of individuals to share their personal information on the Internet. The aim of this research is to explore the information privacy concerns from the users’ perspective. In the focal point of this qualitative study stands the kryast.se website. The healthcare promotion activities that this website carries out involve the sharing by its users of their personal information on the Internet. For this reason, this study takes recourse to the construct of Internet Users’ Information Privacy Concerns (IUIPC) developed by Malhotra, Kim and Agarwal (2004) as its interpretive framework. It was expected that by using both semi-structured interviews and non-participant observation among the users of the above mentioned website, the concerns of its users can be identified through the interpretative lens of the analytical framework that Malhotra et al. (2004) proposed for privacy concerns of Internet Users. The results of this study indicate that the selected conceptual lens has sufficiently accounted for the concerns that website users may have when sharing their personal information on the Internet, while indicating that internet users tend to be reluctant in sharing their sensitive information.