Consumers are lucky. They can look for the TRUSTe seal of approval on a company's Web site and know the site has acceptable privacy policies.
The seal, which is much like the Good Housekeeping Seal of Approval, is given for a fee to sites that meet a set of criteria listed on the TRUSTe site (www.truste.org).
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To be able to post the seal on its site, a company must agree to certain requirements. It must adopt and implement a privacy policy, post a notice of disclosure on the site about how information gathered from visitors will be used, give users a choice over how their information is used and shared, and have a way to safeguard and update user information.
Already, more than 800 sites feature the TRUSTe seal. But unfortunately, there is no such program for business-to-business sites. Wouldn't it be great to know that your business partner has proven that it will not share information exchanged with you without proper consent? Wouldn't it also be good to know that someone was watching over business-to-business privacy practices?
Companies wanting to do business with each other would have to go through a third party, who would review their privacy practices. If they pass muster, then they would receive a seal of approval.
I'm not sure who would take over this role, but TRUSTe stepped up to the plate for consumers. I'm sure some other group would be willing to do it for businesses.
Trust is one of the first things companies point to as a problem with doing business over the 'Net. Having a seal system would certainly help to alleviate this concern.
Editor's note: Be sure to check out Network World's E-commerce Issue. It's our annual look at technology and skills you'll need to survive in the dot-com world. This year's issue showcases successful companies, offers training and management advice, and analyzes products. Visit our mini-site at www.nwfusion.com/ecomm2000/index.html.
RELATED LINKS
Privacy seal
Network World, 02/21/00.
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FTC says 'Net privacy legislation not needed - yet
Network World, 07/13/99.
Archive of Network World on E-commerce in the Enterprise newsletters
