February 10, 2011 12:00 ET

TRUSTe Launches TRUSTed Tracking Protection List for Internet Explorer 9

Leverages Online Privacy Expertise to Support New IE9 Tracking Controls, Increasing Consumer Choices and Rewarding Companies With Strong Privacy Practices

SAN FRANCISCO, CA--(Marketwire - February 10, 2011) - Joining Microsoft at the unveiling of its Internet Explorer 9 (IE9) Release Candidate, TRUSTe, the leading privacy trustmark and provider of privacy solutions, today announced its TRUSTed Tracking Protection List (TRUSTed TPL), a simple and customized Tracking Protection List that supports the new privacy controls in IE9. TRUSTed TPL allows consumers to benefit from relevant and targeted advertisements from companies that comply with TRUSTe's high privacy standards for behavioral advertising, giving users more control over online tracking, without compromising their personal privacy. TRUSTed TPL is available for IE9 users now via a free download at

"Having TRUSTe's participation in the development of Tracking Protection Lists for IE9 is great for consumers, giving them access to a Tracking Protection List comprised by companies that have proven records of implementing the very best privacy practices," said Roger Capriotti, Director of Product Marketing, Microsoft.

"TRUSTed TPL gives IE9 users the choice to interact with companies that maintain the highest privacy standards -- as validated by the most widely recognized authority in online privacy," said Kevin Trilli, Vice President of Product Management for TRUSTe. "Using a pragmatic approach, our list allows consumers to choose to receive relevant ads from credible companies that demonstrate respect for consumer privacy, while also giving the option to block those companies that do not. TRUSTe provides this in one simple list, making it easy for consumers."

TRUSTe believes that while some consumers may opt not to be tracked at all, most accept relevant targeted advertising, providing the tracking companies who serve the targeted advertising respect their privacy. Consumers can rely on TRUSTe's established privacy reputation and more than a decade of experience to help them identify trusted online tracking companies who will safely serve them more relevant advertisements and content, while blocking bad companies who fail to respect their privacy.

"Providing consumers with TRUSTed TPL is about providing them with choice, so that they can make their own decisions about receiving targeted ads from companies that are using tracking technologies," added TRUSTe's Trilli. "TRUSTe's goal is to make that choice as simple and effortless as possible by offering consumers a single list -- to be used alone or in conjunction with other lists -- that leverages our unique insights into online privacy standards."

TRUSTed TPL has been expertly designed to include both ALLOWed and BLOCKed URLs of third parties -- creating an environment where tracking is only permitted for companies that have exhibited strong privacy practices. TRUSTe will assign ALLOW status to companies that can provide demonstrable proof that they are compliant with the industry's best practices for OBA, such as the Digital Advertising Alliance's self-regulatory framework and other transparency programs like third-party certification.

TRUSTed TPL will be monitored and updated daily by TRUSTe. Users are also encouraged to provide feedback to the list and/or file a dispute at Advertising and Data Companies interested in learning more about the list can contact

The Tracking Protection Lists are part of Microsoft's new IE9 Tracking Protection feature and provide users with more choice in controlling their online privacy experience with its mechanism to identify and block many forms of undesired tracking. Consumers have control to add or remove lists and can also maintain multiple lists at once. The IE9 browser has been designed to automatically check for updates to lists on a regular basis -- providing the most recent and relevant tracking defense to consumers with no effort for them.

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 website is responsible with their personal information. TRUSTe has certified more than 40 percent of the top fifty websites, including Facebook, Yahoo, Microsoft, eBay, AOL, Adobe, AT&T, Comcast, Disney,, Apple, LinkedIn, Web MD, and Yelp. TRUSTe also certifies many of the top advertising and technology service providers for websites. For additional information on TRUSTe and its services, please visit

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