Confusing gubbmint website; not in this case
The EHIC government website is perfectly fine; and the staff were brilliant; at very short notice were able to add my son to my wife's card - even exercising discretion and able to find my wife's card under a previous address, and transfer her and my details to a new address (without prompting or transferring to another dept). One phone call, job done.
If we'd make the mistake of picking any of the top 10 google results; we'd have paid up to twenty quid, and they wouldn't have been able to get the job done.
This isn't a gubbment failing, quite simply it's unscrupulous organisations gaming search engines and conning the public.
As well as attempting to regulate the internets or get google to act in a responsible manner, it might be more effective to ban 3rd party applications (and black list the numbers/addresses they use)