For Immediate Release

Contact Information:

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

Holiday Shoppers Can Protect Their Privacy Online by Following Six Basic Guidelines

TRUSTe Issues Consumer Privacy Tips as Part of Ongoing Education Initiative

Cupertino, CA, November 30,1999- TRUSTe, the leading online privacy seal program, today unveiled six tips for consumers to protect their privacy online during the holiday shopping season. These tips come as online retailers are preparing for a landmark online holiday shopping season.

The following tips are available and prominently displayed on TRUSTe's Web site at http://www.truste.org/users/users_holiday.html:

1. Privacy Statements. Look for the Web site’s privacy statement and read it thoroughly. A privacy statement is a legally binding document that describes the personal information gathering and dissemination practices of a Web site. Make sure you understand how your information will be used before you do business with a Web site. Steer clear of Web sites that don’t have a privacy statement. 

2. Seal Programs. Look for approval seals that indicate the privacy policies of the site are being monitored by an outside agency, such as TRUSTe. These programs allow you to turn to a third party if you feel that your privacy has been violated. 

3. Credit cards. The same consumer protection laws that apply in the mall apply on the Internet. Using credit cards allows you to contest any charges if the merchandise does not live up to the promotion. In addition, federal law limits your liability to $50 for purchases made with stolen credit card information. 

4. Security. While no Web site is hack proof, you should only place credit card orders through secure servers. Most Web merchants alert you when you are entering their secure servers. Also check that the URL (Web address) begins with “https” rather than “http”; this indicates that you have entered the secure area. When using newer browsers you will also see either a closed lock or a solid key symbol in the status bar at the bottom of your screen.

5. Common sense. Don’t disclose information you wouldn’t want to disclose over the phone or in person. Remember: you can always contact the Web site to find out more about its privacy and security practices before you make a purchase.

6. Protect children. Just as you would teach your kids street smarts, help your children be “cybersmart” by giving them guidance on what to look out for when surfing the Net. Keep in mind that Web sites directed at children under 13 are required by law to adhere to certain privacy practices. These practices include obtaining verifiable parental consent before children participate in certain activities. Look for the TRUSTe Children’s Privacy Seal, a seal with expanded safeguards, on child oriented Web sites.

In addition to the six consumer guidelines, TRUSTe is producing a Video News Release (VNR) about online consumer protection. TRUSTe is working with Microsoft and FreeRide, an online incentive program, to produce the VNR, which will be made available to local TV stations by mid-December. 

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, IBM, 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, D.C. To learn more about protecting your privacy online, visit the TRUSTe Web site at www.truste.org.

Note to media: Artwork is available for print and electronic media. Please contact TRUSTe. 


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