September 09, 2008 12:22 ET

TRUSTe Certifies Web Privacy Practices for Agilent, Burger King, Hasbro and LeapFrog

SAN FRANCISCO, CA--(Marketwire - September 9, 2008) - TRUSTe, the recognized authority on privacy best practices on the Internet, today announced it has certified the Web privacy practices for Agilent Technologies, Burger King, Hasbro and LeapFrog, demonstrating the companies' commitments to protecting consumer privacy.

Agilent Technologies (, which offers measurement tools for electronics, life sciences and chemical analysis, has recently obtained TRUSTe web privacy seal certification, as has toy maker Hasbro ( to ensure easier, safer online shopping.

LeapFrog (, makers of educational tools to boost child development, and Burger King's "Club BK" Web site (, which offers interactive online games and educational tools for children, are the first Web sites to display the TRUSTe Children's Seal. The Children's seal certifies compliance with the Children's Online Privacy Protection Act (COPPA) and lets parents know that their children's information is safe. The seal applies to sites that are fully or partially targeted towards children under the age of 13 that knowingly collect or maintain their personal information. In addition, COPPA seal holders abide by the requirements of TRUSTe's standard Web Privacy Seal, including ongoing site monitoring and dispute resolution.

"By becoming TRUSTe seal holders, these forward-thinking companies are sending a clear signal to consumers that they are serious about protecting privacy and respecting the wishes of the people who visit their Web sites," said Fran Maier, CEO of TRUSTe. "Leapfrog, Burger King, Hasbro and Agilent Technologies join thousands of organizations committed to building consumer trust online through participation in the TRUSTe Privacy Seal program."

TRUSTe awards its privacy seal only to companies that complete the rigorous TRUSTe certification process and agree to comply with ongoing oversight and TRUSTe's consumer dispute resolution process. TRUSTe currently monitors and validates privacy practices on 2,400 Web sites, including many of the most respected and heavily trafficked, such as Disney, HP, eBay, PayPal, Microsoft, Apple and Boy Scouts of America, protecting more than 240 million consumers each day.

The TRUSTe Privacy Seal is one of the most recognized branded symbols of trust among consumers. The TRUSTe Privacy Seal communicates that a Web site has posted a privacy statement and that its information gathering and dissemination practices follow guidelines for notice, choice, access, security and redress outlined in the Federal Trade Commission's Fair Information Practices. Specifically, TRUSTe seal holders agree to:

--  Disclose their information gathering and dissemination practices;
--  Give consumers choice to limit any secondary uses of their personal
    information through opt-in or opt-out;
--  Provide users with access to their personal information to correct any
    inaccuracies; and
--  Ensure that reasonable security mechanisms are being used to protect
    the data that is collected.

Ongoing monitoring and the Watchdog Consumer Dispute Resolution mechanism are cornerstones of the TRUSTe Privacy Seal and Certification Program. Through automated MAXAMINE monitoring, TRUSTe systematically monitors the practices of seal program participants to ensure ongoing compliance with program requirements. In addition, TRUSTe provides consumers and organizations an effective, easy-to-use method to resolve privacy disputes through its online Watchdog Dispute Resolution service.

A recent survey found that consumers are becoming more concerned with online privacy -- 94% of consumers view privacy as an important issue(1) -- confirming the growing market need for credible third party validation of online trust and privacy. In addition, research shows that consumers spend more money on Web sites when a TRUSTe seal is present.

About TRUSTe

TRUSTe helps millions of consumers identify trustworthy online organizations through its Web Privacy Seal, Email Privacy Seal and Trusted Download Programs. TRUSTe ensures online privacy and protects confidential user information on more than 2,400 Web sites and many of the most highly trafficked, including Yahoo, AOL, Microsoft, Disney, eBay, Intuit and Apple. Independent research shows that when a TRUSTe web seal is present, visitors and customers are more likely to share personal information, register at higher rates and spend more money. To learn more about internet privacy visit

(1) TNS & TRUSTe Annual Consumer Privacy Study, 2008

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