On November 16, TRUSTe announced a new program to certify consumer downloadable software programs. The Trusted Download Program provides market incentives for adware and other software companies to clearly tell consumers what their programs do and obtain informed consumer consent prior to download. Sponsors of the program represent leading content and search providers, anti-spyware vendors, and online advertisers.

“With consumers downloading more and more software, it’s vital to give people real control over what they will allow on their computers,” said Fran Maier, executive director and president of TRUSTe. “Through our Trusted Download Program, we will provide a clear, actionable set of standards and an effective method of monitoring and enforcing those standards.”

The Trusted Download Program promotes ethical behavior by publishing a “whitelist” of certified applications. Companies can use the whitelist to make business decisions about advertising, partnering, or distributing software products. The program thus provides attractive market incentives to software providers to meet the program requirements and earn certification. Program sponsors including Yahoo!, AOL, Computer Associates, CNET Networks, and Verizon have already announced their participation. Microsoft and the Center for Democracy and Technology have also provided review and guidance.

"Yahoo! is very proud to help create this historic program,” says Doug Leeds, Yahoo! vice president of product justice. “For the first time, companies like Yahoo! will have a powerful tool to identify software applications that respect consumers and a means to monitor and enforce compliance over time.”

“The war against spyware must be fought on four fronts: technology, standards development, industry self-regulation, and legislation and law enforcement,” says Tori Case, director of eTrust Security Management at Computer Associations, an anti-spyware software developer. “We are proud to be sponsoring TRUSTe’s Trusted Download Program to help create a self-regulating industry ecosystem where behavior that protects the productivity, privacy, and security of users is rewarded and behavior that compromises them is not.”

Program Outline

To be placed on the Trusted Download Program whitelist, adware and trackware must prominently disclose the following:

• The types of advertising that will be displayed on users’ computers
• Personal information that will be tracked
• User settings that may be altered

In addition, the software must obtain user opt-in consent for the download. Furthermore, it must provide an easy uninstall with clear instructions, and advertisements must be labeled with the name of the adware program. Participating software vendors must maintain separate advertising inventory for users of certified applications. To move legacy users to certified advertising inventory, participating adware programs must obtain new opt-in consent.

To date, TRUSTe has released the requirements for software companies seeking certification. The beta launch of the program is expected to take place early next year. In the interim, TRUSTe is accepting additional feedback from a wide range of interested stakeholders. For complete program information, including certification criteria, program elements, FAQs, and sponsor roles, visit www.truste.org/trusteddownload.

 

MAXAMINE