TRUSTe Continues Its Commitment to Protecting Consumer Privacy with the Launch of the Directory

SAN FRANCISCO - April 13, 2010 –Millions of consumers can now shop online with ease by taking advantage of TRUSTes just-launched portal, a directory of trusted Internet retailers including those that have earned TRUSTe certification and display the TRUSTe seal. As part of a continued commitment to consumer privacy, the directory will be hosted by TRUSTe and will house an expansive list of safe shopping merchants, highlighting TRUSTe certified retailers, and encouraging consumers to provide feedback on any merchants privacy program. 

In the same way that the TRUSTe seal helps consumers instantly identify reputable internet retailers and businesses, will guide consumers to reputable e-tailers that stand behind their business and care about their customers.

TRUSTe certified ecommerce sites meet the rigorous privacy standards set forth by TRUSTe. All TRUSTe certified Websites are required to have an up to date, specific, and easy to read privacy policy that lets consumers know how their personal information is being used and protected. Now with the TRUSTe SafeShopping directory, consumers can search for and compare a wide range of products, taking advantage of the latest deals and lowest prices, all with peace of mind. features a wide variety of online retailers, from big-box stores to small businesses including Apple, Best Buy, AClens,, and, all of which are TRUSTe certified.

"As consumers are faced with infinitely more shopping options, knowing which e-tailer to trust is increasingly more difficult. Consequently, consumers have begun to expect more prominent assurances of online trust, said president and executive chair of TRUSTe, Fran Maier. As the leading privacy trustmark, we wanted to provide consumers with a trusted online shopping experience.  In addition our clients enjoy the benefits of being featured in the directory. 

In a highly competitive marketplace and as a result of increased consumer expectations, online trust is increasingly becoming a point of differentiation for e-tailers. A recent Consumer Reports study indicated that 71 percent of consumers look for a trustmark or privacy seal before doing online business with a merchants Website.  A recent consumer study conducted by TNS found that 82% of consumers trust TRUSTe and find the privacy trustmark useful in deciding when and how to disclose personal information (source: TNS, 2010).

When consumers go to, theyre greeted with categories from clothing to computers to help them find what theyre looking for. In addition, the site features both popular products and featured products sections. Clicking on the product of interest automatically pulls up a list of several trusted retailers where the products are sold, allowing consumers to comparison shop safely.

In its continued effort to build consumer confidence in e-commerce, TRUSTe certifies increasing numbers of online retailers. TRUSTe also works with other major online shopping directories to ensure best privacy practices, including, which also highlights TRUSTe certified etailers.

Source: “TRUSTe Brand Awareness Study”. TNS. February 2010.  

About TRUSTe
TRUSTe is the leading global Data Privacy Management (DPM) company and powers trust in the data economy by enabling businesses to safely collect and use customer data across their customer, employee, and vendor channels. Our SaaS-based DPM Platform gives users control over all phases of data privacy management from conducting assessments and implementing compliance controls to managing ongoing monitoring. Our DPM Services, including assessments and certifications, are delivered by an expert team of privacy professionals. Thousands of companies worldwide rely on TRUSTe to minimize compliance risk and protect their brand.