September 06, 2007 10:24 ET

TRUSTe Offers Alternative for Displaced Better Business Bureau Privacy Seal Program Participants

SAN FRANCISCO, CA--(Marketwire - September 6, 2007) - Last week, the Better Business Bureau announced that it will be rolling its BBBOnLine Privacy seal program into its BBBOnLine Reliability seal program, thus shifting its focus away from validation and certification of privacy practices to general business practices. To help the transition for both consumers and businesses, TRUSTe, the non-profit organization dedicated to protecting online consumer privacy is inviting former BBBOnLine Privacy participants to explore the TRUSTe privacy seal program at a reduced rate. This offer ensures that companies that make privacy a top priority have an independent partner to help them maintain high standards for consumer privacy protection.

TRUSTe's privacy seal certification prerequisites have evolved over the last ten years to become the premier privacy seal program, representing a rigorous set of requirements that address emerging privacy issues such as spam and spyware, for the highest level of consumer protection. The TRUSTe Web Seal Program requires disclosure of the uses of personal data, specifics for third-party sharing and commitment to the Watchdog Dispute Resolution program. TRUSTe uses several tools and automated processes, from user complaints to email seeding, to ensure continued compliance with our standards for informed notice and choice.

"The Better Business Bureau has been an important player in the privacy ecosystem thus far, but we believe that rolling the privacy program into the reliability program does not place enough focus on privacy protection," said Fran Maier, executive director of TRUSTe. "TRUSTe has always maintained a focus on privacy and emerging threats, and with exponential increase in the collection and manipulation of consumer information, online companies and individual users need an independent partner to help them manage and mediate complex privacy issues."

Editor's note: TRUSTe is offering displaced BBB OnLine Privacy participants discounted certification services, honoring any current BBB contracts. Please contact TRUSTe at 415-520-3400 and select Menu option 1 for more information.

About TRUSTe:

TRUSTe helps consumers and businesses identify trustworthy online organizations through its Web Privacy Seal, Email Privacy Seal and Trusted Download Programs. An independent, nonprofit organization celebrating its 10th anniversary in 2007, TRUSTe certifies more than 2,400 Web sites, including the major internet portals and leading brands such as AOL, eBay, IBM, Intuit, Microsoft and Oracle. TRUSTe resolves thousands of individual privacy disputes every year. To learn more about internet privacy visit

Contact Information

  • Media Contact:
    Morgan McDowell
    blast! PR on behalf of TRUSTe
    919-833-9975 x 12
    Email Contact