The TRUSTe Advocate

Rebaking the Cookie: The Impact of Spyware on Online Marketing
by Ben Isaacson

Anti-spyware programs target two types of online activities: installed programs and cookies. Since legislators and a number of organizations are addressing downloadable software, it is time for marketers to educate consumers about cookies -- on Web sites, in Platform for Privacy Preferences (P3P) policies, and within cookie technology itself. More...

New FTC Campaign Urges Consumers to Be On Guard Online

The Federal Trade Commission recently launched “OnGuard Online,” a multimedia consumer education campaign. The campaign Web site, OnGuardOnline.gov, includes videos and tutorials on online safety and tells consumers how to file complaints about Internet-related problems. Microsoft and the U.S. Postal Service have already incorporated OnGuard Online materials into their communications with consumers, and the FTC encourages other organizations to do the same. More...

TRUSTe’s Trusted Download Program to Offer Standards, Monitoring, and Enforcement for Downloadable Software

In November, TRUSTe announced a new program to certify downloadable software programs. The Trusted Download Program publishes a “whitelist” of certified applications, providing 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 already include Yahoo!, AOL, Computer Associates, CNET Networks, and Verizon. More...

Take Advantage of the 2005 Discount on TRUSTe’s Email Privacy Seal

TRUSTe’s Email Privacy Seal takes on the top concern of online shoppers -- spam -- with tough email standards and a recognized endorsement brand to back your good email policies. By certifying trustworthy email practices, beta senders experienced an increase in registration of 7 percent or more. TRUSTe is offering a special promotional discount for organizations that apply by December 31, 2005. Visit the TRUSTe Web site for more information on the seal program, or contact Heather Dorso at hdorso@truste.org or (415) 520-3405.

TRUSTe Releases Updated Data Security Guidelines

This month, TRUSTe issued a revised set of its data security guidelines to help companies evaluate their data security policies. The guidelines lead companies through a comprehensive list of data-security issues, recommending policies based on factors such as company size and the type of data handled. The expanded guidelines now include best practices and other resources for security-breach response planning, and address wireless technologies and Web applications.
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Tip: Build consumer confidence and ensure deliverability of email by creating subject lines that are clear, concise, and reflective of the content.
by Michael Victor

When sending emails to consumers, be sure to draft clear subject lines that truly reflect the content of the message. More...

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The views and opinions expressed in this newsletter are those of the contributing authors. TRUSTe presents these views as a service to our members, and does not necessarily share or endorse these views.