On November 3, TRUSTe and its sponsors announced Trusted Download, which certifies consumer-downloadable software programs. Trusted Download provides market incentives for adware and trackware companies to communicate key functionalities clearly and to obtain informed consumer consent prior to downloading software. The initial sponsors include industry leaders such as AOL, CA, CNET Networks, Microsoft, Verizon and Yahoo!. With the launch, software publishers may submit requests to join the program.

“Consumers want control and transparency over the collection and use of their personal information,” noted Peter Cullen, Microsoft’s chief privacy strategist. “The Trusted Download program helps software developers empower consumers with this kind of control. Microsoft is pleased to join other technology industry leaders in supporting this important effort.”

The Trusted Download program maintains a “whitelist” of certified applications. The whitelist, which is expected to be publicly available in December, is a tool to help companies make business decisions about advertising, partnering and distributing software products. The whitelist provides attractive market incentives to content and search providers, anti-spyware vendors and online advertisers who meet the requirements and earn certification.

“TRUSTe brought together the industry to solve a vexing consumer trust issue,” said Fran Maier, executive director and president of TRUSTe. “Trusted Download is a comprehensive program that not only requires consumer consent for downloads and rigorous software testing but also accountability for affiliate networks. With the opening of the application process, TRUSTe is now requiring sealholders that produce adware or trackware to submit their software applications to Trusted Download to renew their TRUSTe seal licenses.”

To be placed on the whitelist, adware and trackware must prominently disclose the types of advertising that will be displayed, the personal information that will be tracked and the user settings that may be altered. They must also obtain user opt-in consent for the download as well as provide easy uninstall instructions. In addition, advertisements must be labeled with the name of the adware program. Certified adware must maintain separate advertising inventory for users of certified applications. To move legacy users to certified advertising inventory, the company needs to obtain new opt-in consent.

The complete program requirements and information on the certification criteria and sponsor roles is available on the Trusted Download website at www.trusteddownload.com.

 

Ponemon Institute