April 13, 2010 12:41 ET

TRUSTe Continues Its Commitment to Protecting Consumer Privacy With the Launch of the Directory

SAN FRANCISCO, CA--(Marketwire - April 13, 2010) -  Millions of consumers can now shop online with ease by taking advantage of TRUSTe's just-launched portal, a directory of trusted Internet retailers including those that have earned TRUSTe certification and display the TRUSTe seal. As part of a continued commitment to consumer privacy, the directory will be hosted by TRUSTe and will house an expansive list of safe shopping merchants, highlighting TRUSTe certified retailers, and encouraging consumers to provide feedback on any merchant's privacy program. 

In the same way that the TRUSTe seal helps consumers instantly identify reputable internet retailers and businesses, will guide consumers to reputable e-tailers that stand behind their business and care about their customers.

TRUSTe certified ecommerce sites meet the rigorous privacy standards set forth by TRUSTe. All TRUSTe certified Web sites are required to have an up-to-date, specific, and easy to read privacy policy that lets consumers know how their personal information is being used and protected. Now with the TRUSTe SafeShopping directory, consumers can search for and compare a wide range of products, taking advantage of the latest deals and lowest prices, all with peace of mind. features a wide variety of online retailers, from big-box stores to small businesses including Apple, Best Buy, AC Lens,, and, all of which are TRUSTe certified.

"As consumers are faced with infinitely more shopping options, knowing which e-tailer to trust is increasingly more difficult. Consequently, consumers have begun to expect more prominent assurances of online trust," said president and executive chair of TRUSTe, Fran Maier. "As the leading privacy trustmark, we wanted to provide consumers with a trusted online shopping experience. In addition our clients enjoy the benefits of being featured in the directory." 

In a highly competitive marketplace and as a result of increased consumer expectations, online trust is increasingly becoming a point of differentiation for e-tailers. A recent Consumer Reports study indicated that 71 percent of consumers look for a trustmark or privacy seal before doing online business with a merchant's Web site. A recent consumer study conducted by TNS found that 82% of consumers trust TRUSTe and find the privacy trustmark useful in deciding when and how to disclose personal information(1).

When consumers go to, they're greeted with categories -- from clothing to computers -- to help them find what they're looking for. In addition, the site features both "popular products" and "featured products" sections. Clicking on the product of interest automatically pulls up a list of several trusted retailers where the products are sold, allowing consumers to comparison shop safely.

In its continued effort to build consumer confidence in e-commerce, TRUSTe certifies increasing numbers of online retailers. TRUSTe also works with other major online shopping directories to ensure best privacy practices, including, which also highlights TRUSTe certified etailers.

About TRUSTe
Thousands of companies rely on TRUSTe's leading privacy trustmark to enhance consumer trust, drive increased registrations and transactions, and comply with complex privacy requirements. Consumers know that when they see the TRUSTe seal they can "Click with Confidence" because the certified web site is responsible with their personal information. TRUSTe has certified more than 40 percent of the top fifty web sites including Facebook, Yahoo!, Microsoft, eBay, AOL, Adobe, AT&T, Comcast, Disney,, Apple, LinkedIn, Web MD, and Yelp as well as a wide range of online retailers such as Best Buy,,and Etsy. For additional information on TRUSTe and its services, please visit

(1) "TRUSTe Brand Awareness Study". TNS. February 2010.

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