In an independent report evaluating privacy seals, Forrester Research highlighted TRUSTe as the market leader in Internet privacy. The report, "Privacy Seals: Opt In Or Opt Out?," looks at how privacy practices influence consumers, shows the importance of communicating privacy to customers through privacy seals, and evaluates the differences among the various seal providers. Ultimately, the report recommends communicating good privacy with a privacy seal such as TRUSTe -- the most widely recognized seal program.

The report finds that privacy practices greatly influence consumers’ opinions and attitudes. An overwhelming majority of consumers are concerned about what happens to the information they provide. In fact, 40% look for security and privacy policies. A privacy seal helps make those policies explicitly visible. By adhering to the promises of a privacy policy, businesses build trustworthiness, and this trust makes consumers more likely to make future purchases.

The report also indicates that privacy seals do more than just satisfy customers -- they also benefit businesses. For small businesses, seals build credibility, helping them compete with larger businesses. For large companies, privacy providers ensure compliance consistency and can assist in resolving disputes.

In the end, the report concludes that companies are leasing the reputation of the privacy provider, and that reputation can influence decisions both outside and inside a corporation. Because recognition and reputation are essential aspects in driving consumer decisions, the report recommended TRUSTe as a preferred choice when choosing a privacy provider.

To download the report, visit www.truste.org/pdf/privacy_seals_opt_in_or_opt_out.pdf.

 

Ponemon Institute