TRUSTe Launches New Identity Signifying Responsible Online Business Practices and Consumer Privacy Protection


San Francisco, CA. – June 11, 2007 - Today, nonprofit consumer privacy organization TRUSTe announced the launch of a new identity for its family of seals, as a statement of its continued and evolving focus on protecting consumers’ privacy. After ten successful years, the TRUSTe seal has become the road sign for Internet users to identify trustworthy Websites. The new seals offer fresh, iconic emblems which represent that same level of assurance that the previous seal has become known for, and kicks off another decade of forward momentum and staunch privacy protection.

The new look is intended to reflect TRUSTe’s expanded offerings and reach, including the growing adoption of the EU Safe Harbor Program, and the recent launch of TRUSTed Downloads, a whitelist of software applications that are certified to be free of spyware and malware. In addition to monitoring sites for compliance, TRUSTe plays an active role in resolving over 5,000 disputes per year to ensure trust is built between individuals and Web properties.

Web Publishers Embrace Seal’s New Look
Current sealholders, including eBay, E-LOAN and Intuit, greatly value the privacy assurance that the seal provides for their customers, and have embraced the seal’s new look as a reinforcement of their dedication to trustworthy privacy practices.

It is very important to us that our customers are aware of our policies and that they feel confident that we abide by them. The TRUSTe seal provides that assurance and helps us further establish that valuable one-to-one relationship with our customers.”

“eBay has been a member of the TRUSTe seal program from the beginning,” said Scott Shipman, eBay senior counsel – Global Privacy Practices. “Displaying the seal has been critical to building eBay’s trusted community by giving users a ubiquitous sign of transparency and privacy.”

“As a financial services organization that has built its reputation on providing a fair and honest loan experience, it is extremely important to us that our customers trust us 100 percent with their financial information,” said Tess Koleczek, chief privacy officer of E-LOAN. “We proudly display the new TRUSTe seal on our site to signify to customers that protecting their privacy is our top priority.”

“When it comes to handling personal financial information, there can be no ambiguity about privacy policies and security,” said Barbara Lawler, chief privacy officer of Intuit. “We clearly express our policies on our site, but when we display the TRUSTe seal, our customers have a clear cut symbol ensuring them that their data will not be shared with third parties or compromised in any way. That assurance helps them feel more confident and helps us do our jobs better.”

TRUSTe was formed in 1997 to balance individual privacy interests with industry best practices to preserve the online marketplace.  As technology and the capabilities of the Web have increased over the last decade, TRUSTe has stayed ahead of constantly growing threats to consumer privacy, and now monitors over 2,400 of the world’s leading Websites, and 22 of the comScore top 50 sites, for good privacy practices including AOL, Apple, eBay, Facebook,, Microsoft, The New York Times and Yahoo! The organization will be celebrating this milestone with a tenth anniversary gala event to be held October 22, at 6:30 p.m. PT at the de Young Museum in Golden Gate Park.

“As we prepare to celebrate our tenth anniversary, it’s important to note how far we as an industry have come, and how much we still have to do,” said Fran Maier, executive director and president of TRUSTe. “We’ve spent the last decade working toward an Internet ecosystem where companies are concerned with doing the right thing and user trust is maintained, ensuring that the Internet, ecommerce and the networked world work better. The new seal reflects our stronger than ever commitment to protecting privacy as the space evolves.”

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.