TRUSTe: An Online Privacy Seal Program A trustmark displayed on a home page informs visitors of the security practices conducted at the site. A ccording to a recent Business Week/Harris survey , privacy is the number one consumer issue facing the Internet ahead of ease-of-use, spam, security, and cost. By disclosing a site s privacy practices, content providers will significantly ease consumer privacy concerns and build a more trusting environment for online transactions. According to the same survey, 78% of online users would increase their use of the Internet if privacy practices were disclosed; and even more compelling, 61% of non-users would be more likely to begin using the Internet if privacy practices were disclosed. Internet privacy concern has also prompted the U.S. government to threaten regulation if the Internet industry is unsuccessful in regulating itself. In several well-publicized events last summer, the U.S. Federal Trade Commission (FTC) made it clear that its patience is running out with industry efforts to self-regulate privacy practices. In June, the FTC issued its long awaited report entitled Privacy Online: A Report to Congress. The report criticized online sites for not doing enough to protect consumer privacy by stating, ...it is
Communications of the ACM – Association for Computing Machinery
Published: Feb 1, 1999
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