TRUSTe Launches Data Privacy Management Platform to Help Manage Complex Privacy Initiatives

Enterprise-level Data privacy management solution from TRUSTe.With the explosion of big data, companies know that successful data collection is crucial to the success of their business.  If collected and analyzed properly, the use of big data can help companies outperform the competition by leveraging new data-driven strategies, uncovering new trends and benefits. However, the use of this data also brings significant privacy challenges relating to consumer trust and regulatory compliance.

In today’s evolving privacy landscape, privacy professionals have struggled to keep pace with changing technology, legal and compliance risk requirements in order to protect their brand. These professionals are tasked with the difficult challenge of staying on top of numerous privacy laws and regulations in multiple locations (such as APEC, COPPA, and the EU Cookie Directive) while at the same time, enabling the proper controls and ongoing monitoring procedures across privacy, IT, legal and business units within the company.

Today, TRUSTe has launched the Data Privacy Management (DPM) Platform, the industry’s first end-to-end data privacy management solution to help enterprises manage complex privacy initiatives. This platform makes it simpler for privacy professionals to manage all their needs in once place by allowing them to assess and manage global privacy risks, implement compliance controls and ensure ongoing monitoring across multiple business teams using a single dashboard.

Key features of the TRUSTe DPM Platform:

  • Integrated Data and Process Audits
  • Assessment Template Library
  • Compliance Reviews
  • Privacy Controls Database
  • Automated Gap Analysis
  • Compliance Reporting
  • Streamlined Workflow Management
  • Centralized Project Archive
  • Enterprise Privacy Dashboard

What’s more, Forrester recently released a TEI study citing 151% ROI for enterprises using TRUSTe – proving the benefits of privacy investment.

For more information on the platform, read the press release or contact TRUSTe sales at 1-888-878-7830 (U.S) or +44 (0) 203 078 6495 (EMEA).


Apple & Box Show Commitment to Cross-Border Data Privacy through APEC Certification

APEC Privacy Seal from TRUSTe.

As Apple released the latest update to their privacy policy today, it included the new TRUSTe APEC Privacy Seal certifying that Apple abides by the Asia-Pacific Economic Cooperation (APEC) Cross Border Privacy Rules System. Apple joins Box as the latest in a growing list of companies who are choosing APEC Certification to demonstrate their commitment to consumer privacy and ensure they transfer data around the world in a safe way in compliance with global privacy frameworks.

The APEC CBPR System is a self-regulatory initiative that addresses cross border data flows between the United States and other APEC Member Economies through voluntary and enforceable codes of conduct adopted by participating businesses. TRUSTe was approved as the first Accountability Agent for the APEC CBPR System in June 2013.

Currently three APEC Member Economies participate in the CBPR system, the United States, Mexico and Japan, with Canada having formally submitted its notice of intent to participate in the system. As an Accountability Agent, TRUSTe reviews, certifies, monitors and enforces the privacy practices of participating U.S.-based companies or subsidiaries to ensure compliance with the CBPR system.

Congratulations to Apple and Box on their APEC Certification. Find out more about the TRUSTe APEC Privacy program here:


EU Cookie Inspections – Are You Ready?

Webinar Series on EU Cookie Inspections from Chris Babel- Truste

Many companies have been focused on preparing for the EU Cookie Inspections ever since the “Cookie Sweep” day was announced to determine compliance with cookie regulations across the EU on September 15-19 of this year.

Given the recent fines due to violations in Spain and the Netherlands over the last few months, companies have been eager to gain an understanding of their obligations under EU privacy laws so they can avoid similar outcomes.

Last week, TRUSTe hosted the second session of a two-part webinar series titled EU Cookie Inspections: Are You Ready? The session prepared companies for the EU’s upcoming audits and featured the following speakers and topics:

  • Introduction, Chris Babel, TRUSTe CEO
  • Overview of compliance requirements in key European markets, Oliver Proust, Fieldfisher
  • CNIL’s latest guidance and inspection plans, Vincent Toubiana, CNIL
  • What do you need to do to comply? Matt Ferrell, TRUSTe

If you missed the live webinar, check out the recording below:

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TRUSTe To Develop Guidelines For Whitelisting Sites On New Disconnect Mobile App

iOS Mobile App to block malvertising from Disconnect Mobile.Android Mobile App to block malvertising from Disconnect Mobile.

Earlier today, Disconnect launched the first mobile app to block malvertising –and confirmed that the app is available for iOS and Android after an initial ban by Google caused public outcry.

Malvertising is a major cause of identity theft and is impossible for consumers to identify because malicious tracking and malware often looks like a normal advertisement or website.  Many consumers also do not realize that just visiting a webpage containing malvertising, without even clicking anything, can put them at risk.

“Disconnect Mobile offers unique threat protection at the network request level, so that users are protected across all their apps and mobile browsers.” said Disconnect’s CTO Patrick Jackson, a former NSA engineer. Disconnect Mobile works by blocking more than 5,000 tracking services and suspected malware sites from connecting to a user’s device.

A temporary ban on the app by Google earlier this month citing “interference with other services” led to hundreds of media reports and an uproar on social media. Disconnect resubmitted their app to make it clear that they are not an adblocker and are focused on protecting consumer privacy and Disconnect Mobile is again available for install in the Play Store, as well as iTunes.

Although Google has not specifically responded to requests for more information, industry consensus is that Disconnect Mobile was suspended because it was mistaken for an ad blocker. “We are not an ad blocker and we are not at all opposed to advertising,” says Disconnect COO Gus Warren. “But we are 100% opposed to ads that threaten consumer privacy and security. We are committed to un-blocking any companies on our filter lists who we verify respect consumer safety and privacy.”

At TRUSTe we’re delighted to be working with Disconnect to develop transparent guidelines for whitelisting sites on Disconnect Mobile and rewarding businesses with legitimate websites and apps for their commitment to consumer privacy. This collaboration is a follow up to our successful launch in June of Privacy Icons software that helps people quickly understand how websites handle their data.



September Monthly Spotlight

  • September 4

EU Cookie Inspections: Are You Ready?


There has been significant focus on the EU Cookie Directive ever since the announcement of a “Cookie Sweep” to determine compliance levels with cookie regulations across the EU in mid-September.

Since the Directive has been implemented in different ways across the EU, many companies need guidance to gain an understanding of their obligations under European privacy laws. On September 4th, TRUSTe will join experts from the CNIL and Fieldfisher to present an in-depth look at how businesses should plan for these cookie inspections in part II of the webinar series titled EU Cookie Inspections: Are You Ready? Register for this webinar here. 

If you missed part I of the series, EU Cookie Directive: Key Steps to Compliance, view the recording here.

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Why Are Social Media Experiments Considered An Invasion of Privacy?

Social media experiments and privacy – TRUSTe

By Dave Deasy, VP of Marketing, TRUSTe

This article was first published in MediaPost on 8/20/14

Social media is very personal. We all use it differently—which reflects the real world…we all socialize in different ways. But when news broke of social media experiments by popular channels, users were outraged.

But why is our expectation of privacy so high on the very channels where we share the most?

Facebook’s 2012 experiment tested nearly 700,000 users’ emotional responses to their news feeds, to vet a theory on the transferability of mood. Facebook manipulated users’ news feeds to show them content that was either predominately negative or positive, analyzing users’ emotional responses by examining verbiage and frequency in their own status updates. Soon after, OKCupid admitted it had also experimented on users. To test users’ response to its match algorithm, OKCupid falsified its “match” data—pairs who were a low match (30%) were shown as a strong match (90%), and vice versa.

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TRUSTe Attends APEC Privacy Meeting in Beijing

TRUSTe attends the APEC privacy event at Beijing.

Earlier this month, TRUSTe CEO Chris Babel participated in the APEC Data Privacy Subgroup (DPS) and Electronic Committee Steering Group (ECSG) meeting in Beijing to discuss the implementation of the APEC Cross-Border Privacy Rules (CBPR) system and cross-border interoperability and ways to speed up uptake among APEC Member Economies and businesses.

TRUSTe continues to remain involved in the discussions around the compatibility of frameworks which address cross border data flows between the APEC Member Economies and the United States.  Currently three APEC Member Economies participate in the CBPR system, the United States, Mexico and Japan, with Canada having formally submitted its notice of intent to participate in the system. As an Accountability Agent, TRUSTe reviews, certifies, monitors and enforces the privacy practices of participating companies to ensure compliance with the CBPR system.  Within the past year, TRUSTe has certified six companies under its APEC Privacy certification program that is based on the CBPR system with 14 additional companies in the process of being certified.

A few highlights from the meeting include:

  • Cross-Border Privacy Rules for Processors – currently the CBPR system applies only to data controllers and APEC is developing a set of standards for data processors that would complement the CBPR system.
  • APEC CBPR System and EU Binding Corporate Rules Next Steps – earlier this year, APEC and Article 29 Working Party released the Referential to map APEC CBPRs to EU BCRs and the discussion in Beijing focused on next steps towards interoperability based on case studies which address real issues companies are faced with as they pursue approval under both systems. It was determined that additional documentation and checklists would prove as a valuable resource as companies apply for approval and certification under both systems.
  • 10-Year Stocktake of APEC Privacy Framework – the DPS agreed that a working group led by Australia would consider proposals for updates to the APEC Privacy Framework to ensure that it remains relevant as the market evolves with innovations in technology.
  • ECSG Workshop – topics of discussion during the one-day workshop included: advancements in technology and business models that drive economic growth and the regulatory frameworks that can support them, organizational accountability and implementing an organizational compliance framework.

For more information about the TRUSTe APEC Privacy program, please visit


Webinar on Key Steps to EU Cookie Directive Compliance

Webinar from TRUSTe on overview of EU Cookie Directive.

With the EU “Cookie Sweep” quickly approaching, TRUSTe is helping businesses ensure compliance with the EU Cookie Directive with a 2-part webinar series titled EU Cookie Sweep: Are You Compliant?

Earlier this week, TRUSTe and Promontory hosted part I of the series, EU Cookie Directive: Key Steps to Compliance. This session provided attendees with an overview of the EU Cookie Directive and outlined steps businesses need to take to stay cookie compliant and win the trust of European customers. Watch the recording of this webinar below:

Part II of the series, EU Cookie Inspections: Are You Ready? will feature speakers from TRUSTe, Fieldfisher and the CNIL and will provide an in-depth look at how businesses should plan for CNIL’s Cookie Inspections. Register now for this session on Thursday, September 4th.

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