Americans Say Yes to Biometrics

Americans attitude toward using biometric authentication to verify personal identity appears to be shifting according to a new survey conducted by TRUSTe and the market research group TNS. More than two-thirds of the respondents support adding biometrics to government-issued identification as a means to increase security. And a majority of consumers are comfortable with using biometric identification on credit and debit cards as well, but stop short when it comes to the retail sector, where people believe their personal information will be misused. More...

Boosting Online Conversions with the TRUSTe Web Seal

How effective is the TRUSTe Web Privacy Seal in boosting consumer trust and the bottom line? CourseAdvisor, an online education directory, tested how the seal impacts their business by showing it to only half of its visitors to web pages that requested personal information. The test showed 9 percent lifts in conversions where the seal was displayed. The seal not only improved the number of registrations but widened the range of applicants. More...

TRUSTe Appoints New Members to Board of Directors

TRUST recently announced the appointment of three new members to its board of directors, including Jonathan Hart, a member in the Media and Information Technologies group at the law firm Dow Lohnes PLLC; Jules Polonetsky, chief privacy officer and senior vice president of consumer advocacy at AOL; and Donald Whiteside, vice president of the Corporate Technology Group and director of Technical Policy & Standards at Intel. More...