NETWORK ADVERTISING INITIATIVE ENGAGES TRUSTe FOR THIRD-PARTY PRIVACY OVERSIGHT AND DISPUTE RESOLUTION

San Jose, CA and Cleveland, OH – May 13, 2002 – TRUSTe, the non-profit organization widely known for its leading privacy certification and seal program, and the Network Advertising Initiative (NAI), a cooperative group of network advertisers, announced today that TRUSTe will oversee NAI member compliance with NAI's privacy principles for online preference marketing.  Chosen by NAI for its success in promoting trust and accountability in the evolving networked world, TRUSTe will resolve consumers' privacy-related issues involving NAI members through its proven Watchdog Dispute Resolution mechanism.

NAI members that offer online preference marketing have agreed to abide by NAI's self-regulatory privacy principles, which were developed in consultation with the Federal Trade Commission and the U.S. Department of Commerce.  Online preference marketing (OPM) refers to the collection and analysis of data on the Web that allows advertising networks to make inferences about consumers' interests and preferences.  TRUSTe, independent of the NAI and its members, will receive, investigate and resolve consumer complaints alleging non-compliance with NAI principles through its Watchdog Dispute Resolution mechanism.

"While the Network Advertising Initiative member companies appreciate the opportunities presented by online preference marketing, they also understand the inherent privacy implications," said Trevor Hughes, executive director of the NAI.  "We have engaged leading consumer privacy organization TRUSTe to ensure that NAI's privacy standards are being adhered to by member companies, allowing consumers and advertisers alike to experience the benefits of online preference marketing in a way that is respectful of individual privacy rights."

TRUSTe's Watchdog ­ A Working Model for Consumer Dispute Resolution Consumers can file online privacy-related complaints about NAI members using the same TRUSTe Watchdog Dispute Resolution process that has helped thousands of people resolve complaints. This alternative dispute resolution mechanism is available at no cost to consumers with concerns about NAI member companies, and is paid for instead through NAI's membership fees.  Consumers can find the TRUSTe Watchdog at www.truste.org/users/users_watchdog_intro.html.

"The Network Advertising Initiative's selection of TRUSTe for privacy compliance oversight and dispute resolution services is a testament to the consumer recognition and strength of TRUSTe's Watchdog program," said Fran Maier, executive director of TRUSTe.  "Over the years, TRUSTe has successfully resolved thousands of consumer complaints and we are eager to support the Network Advertising Initiative's program by delivering the same degree of oversight."

About NAI
The NAI (Network Advertising Initiative) is a cooperative group of online companies who have joined together to address privacy issues raised by emerging media formats.  The NAI's foremost commitment is to provide transparency to consumers with regard to the use of privacy-sensitive technologies.

About TRUSTe
TRUSTe is an independent, nonprofit organization dedicated to enabling individuals and organizations to establish trusting relationships based on respect for personal identity and information in the evolving networked world.

Founded in 1997, TRUSTe runs an award-winning global privacy certification and seal program. Its seal programs are considered Safe Harbors for the Children's Online Privacy Protection Act (COPPA) and the EU Safe Harbor Framework. Today, TRUSTe maintains the largest privacy seal program with more than 1,400 Web sites certified throughout the world including AOL, Microsoft, IBM, Nationwide and The New York Times. TRUSTe's mission extends standards, certification and oversight into email with Bonded Sender and wireless with the Wireless Advisory Committee. For more information on TRUSTe please visit www.truste.org.

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