For Immediate Release

Contact Information:

Dave Steer TRUSTe 408/342-1943 dsteer@truste.org

TRUSTe Approves 1000th Web Site

Internet Industry Rallies Around TRUSTe Privacy Seal As Prominent Symbol of Trust Online

Cupertino, CA, January 12, 2000 - TRUSTe, the leading online privacy seal program, announced today that it has awarded its 1000th Privacy Seal. Today's news underscores TRUSTe's ubiquity among Web sites and reaffirms its position as the premier online privacy seal. 

TRUSTe awarded its 1000th seal to X-Collaboration, a Boston-based software corporation. X-Collaboration's software allows geographically dispersed team members and teams within corporations to collaborate on document-centric projects. X-Collaboration earned the right to display the TRUSTe Privacy Seal by abiding by TRUSTe's core principles of disclosure, choice, access and security. By joining the TRUSTe program, all licensees adhere to TRUSTe's ongoing monitoring and alternative dispute resolution "Watchdog" process. 

"More than two years ago, we had the vision of empowering consumers with control over the use of their personal information. As we break through the 1000 licensee mark, that vision is clearly being realized," said Bob Lewin, Executive Director and CEO of TRUSTe. "Time and again, companies doing business on the Web are seeking TRUSTe's insight into the methods of ensuring that their online privacy practices are in line with consumer and government demands."


Redefining User Control Over Personal Information

Launched in 1997, TRUSTe emerged as the only voluntary program for Web sites seeking to address the issue of online privacy using an industry supported self-regulation model. Growing at a rate of more than 1,450 percent, TRUSTe expanded from 18 licensed sites to 279 in 1998. 

The depth and breadth of TRUSTe's licensee base makes it a meaningful tool for consumer in deciding whether to trust a Web site. Today, TRUSTe's licensee base is comprised of almost every major vertical industry segment on the Web including auction, insurance, news, real estate, retail, sports and recreation, technology, and travel. Additionally, the seal program has international reach with licensees headquartered in 19 countries. 

"The pervasiveness of the TRUSTe seal is critical if we are to succeed in getting consumers to look for and read privacy statements - a tool that the brick and mortar world never offered," added Lewin. "Consumers are beginning to understand that their personal information has value and that they should only share it with Web sites that clearly state and follow their privacy policy." 



Consumer and Business Education

TRUSTe has placed consumer and business education at the center of its operations. In 1998, TRUSTe culled the support of all of the Internet "portal" sites to launch the Privacy Partnership, a grassroots banner advertising campaign to raise the awareness to the privacy issue. More than 800 Web sites joined in by donating millions of dollars worth of banner ad space, making the Privacy Partnership the largest-ever advertising campaign on the Internet. 

More recently, TRUSTe developed a video that gave consumers safety tips for shopping online during the holiday season. The video gained the participation of the Secretary of Commerce, the Chairman of the Federal Trade Commission, the Chief Operating Officer of Microsoft and the Chief Executive Officer of FreeRide.

Referencing today's news, Paula Bruening, TRUSTe's Director of Compliance and Policy, indicated that consumer and business education remains a critical component to the endorsement of self-governance by national and international government.

"The success of the self-governance framework depends on our ability to continue educating consumers about how to safeguard their personal information," said Bruening. "Because more work still must be done in this area, we will continue to seek the participation of industry, government, and the advocacy community to not only raise awareness but to provide solutions." 



About TRUSTe

TRUSTe, the leading privacy seal program, is an independent organization dedicated to 
building consumer trust and confidence in the Internet. The TRUSTe network of 
participating companies includes America Online, Compaq, Ernst & Young, Excite, Intel, Microsoft, and Novell.

Founded in 1997, TRUSTe is the premier privacy seal program worldwide. The TRUSTe seal is currently displayed on all of the Internet's portal sites, 15 of the top 20 sites and approximately half of the top 100 sites. Nielsen//NetRatings recently rated TRUSTe the most visible symbol on the Internet.

TRUSTe is based in Cupertino, CA, with an office in Washington, DC. To learn more about protecting your privacy online, visit the TRUSTe Web site at www.truste.org.



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