by Fran Maier

I would like to thank you, our sealholders, on your continued efforts to “Make Privacy Your Choice” and stand out as a company that clearly respects consumer privacy. We have been busy in 2005 building complementary products and improving existing ones to increase consumer confidence and trust. I’d like to take a moment to recap a few highlights from the year and share our goals for the coming 12 months:

• Record Number of Sealholders. A record 1,200 companies certified more than 2,200 participating Web sites this year. Consumers will benefit from this ever-larger network of companies who are building their commitment to respectful, privacy-enhancing policies.
• Email Privacy Seal Launch. In late July, TRUSTe launched the Email Privacy Seal (EPS). The EPS Program allows companies to back their good email practices with a consumer-facing seal -- "We Don't Spam" -- that tells consumers that their email address is being protected. This permission-based approach to email marketing, coupled with TRUSTe's Watchdog Dispute Resolution service and ongoing monitoring of sealholders’ email practices, promises to have an enormously positive impact on both business and consumers.
• Trusted Download Announcement. A lack of standards and definitions has made it difficult for consumers and businesses alike to determine what is “spyware” and what is legitimate software. To address this challenge, TRUSTe has partnered with major online consumer portals and other industry leaders to develop standards and a certification program for downloadable applications. The Trusted Download Program provides market incentives for adware and other software companies to clearly, unavoidably communicate key functionalities of their products and to obtain informed consumer consent prior to download. With the backing of our major sponsors -- Yahoo, AOL, CA, CNET, and Verizon -- TRUSTe will be able to direct software distribution outlets and growing Internet advertising dollars to those ad-supported programs that respect consumer choice.
• Certification Center Launch. In July, TRUSTe launched the Certification Center, an online tool that guides users through the steps required to prepare a Web site for TRUSTe certification. The system replaces the manual application process, thereby reducing certification time and improving overall service delivery. Online renewal for existing TRUSTe sealholders is on the way.
• First Ever “Phish Fry.” On June 13, TRUSTe and the Anti-Phishing Working Group hosted the first Consumer Education “Phish Fry” Summit. This one-day, invitation-only event targeted leading decision makers ready to take action and promote consumer education about the dangers of phishing and spoofing. Microsoft, e-Bay, AOL, Visa, MasterCard, Symantec, the Federal Trade Commission, the National Cyber Security Alliance, Godfrey Q, and many other prominent organizations and agencies attended the event.
• Thought Leadership. Over the course of 2005, TRUSTe published several whitepapers to provide pragmatic guidance to organizations when dealing with pressing Internet issues such as security breaches and phishing. TRUSTe’s Security Guidelines were issued to help companies evaluate their data security policies by leading them through a comprehensive list of data-security issues. Working with Ernst & Young, TRUSTe also issued “How Not to Look Like a Phish,” which provides guidelines and examples to help businesses maintain safer, more reassuring digital communications with customers and minimize the risks associated with phishing attacks.

TRUSTe will continue to keep up the momentum in 2006 with more improved products, new partners, and member benefits. In particular, keep an eye out for the following:

• The TRUSTe Watchdog, a consumer newsletter addressing privacy issues (February 2006)
• The Trusted Download beta launch in late spring
• Expansion of the Certification Center offerings, including online renewals.

Fran Maier is the executive director and president of TRUSTe.

 

Wiley Rein LLP