James Perez

March 3, 1999

An Online Privacy Seal Program

In a recent study by Business Week/Harris privacy was found to be the number one issue posed by Internet users. The survey further concluded that the majority of consumers would increase their usage or at least begin to use the Web if Web sites would disclose their privacy practices. This coupled with increased pressure by the Federal Trade Commission encouraging the Internet industry to self-regulate privacy practices, has led to the emergence of the TRUSTe Online Privacy Program.

TRUSTe attempts to build consumer trust and confidence on the Internet by providing a privacy seal to be displayed on the Web site. Thus those sites with the TRUSTe seal designate that the site has agreed to disclose their information gathering and dissemination practices. To get the TRUSTe trustmark Web sites must provide:

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• Notice or links to their information gathering and dissemination practices
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• The option for users to not allow the site to use their information
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• Reasonable security over the information
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• A means for users to correct inaccurate information
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• An agreement to cooperate with TRUSTe for verification

I think this is a good idea to at least keep some control over what Web site providers do with user information. However, perhaps due to familiarity and comfortability with the Web I have little concern over the issue. This, though, may change if Web site providers have no one to answer to, or are unrestricted as to their use of my own personal information.

Communications of the ACM: An Online Privacy Seal Program; Company Business and Marketing; No. 2, Vol. 42; Pg. 56; IAC-ACC-NO: 53885093