September 24, 2009 08:30 ET

TRUSTe and® Launch Safe Holiday Shopping Options for the Savvy Internet Shopper

SAN FRANCISCO, CA--(Marketwire - September 24, 2009) - Online shoppers will continue to be able to buy without worry this holiday season, thanks to a new announcement today by TRUSTe. Just in time for the onslaught of the holiday shopping season, TRUSTe, the leading online privacy seal, and®, a leader in online comparison shopping, will join forces to enable merchants to display their trusted status, with TRUSTe's seal of approval, in shopping listings.

This year more than ever, privacy and identity theft are top concerns among online shoppers. 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.

From now until the holidays, more than 23 million online shoppers per month will shop for potential holiday gift purchases on, where they can instantly find and compare millions of products and services. When considering where to buy their holiday gifts -- from a mini notebook to an iPod Touch® -- consumers can be reassured with the addition of TRUSTe that they are doing their comparison shopping on trusted, secure Web sites.

TRUSTe sets itself apart from the pack in that it is the only company that will provide this benefit FREE of charge to its privacy approved merchants that bear the TRUSTe seal. Starting in early October, merchants certified by TRUSTe will have the green TRUSTe logo appear in their product listing next to their company name.

"With cutthroat competition in the e-commerce world, we have found that our customers -- from small businesses to Fortune 500 companies -- are looking for the advantage to set them ahead of the competition," said CEO Fran Maier. "In comparison shopping engines, online reputation counts, and TRUSTe helps retailers build sales through ensuring a trusted, safe environment for shoppers."

"Through continued innovation and consistent focus on providing the best comparison shopping experience on the Internet, has established itself as the most trusted and effective online destination for savvy shopping," said Laura Conrad, president of "TRUSTe's familiar and reassuring green seal adds to critical information that makes a valuable ally to online consumers."

About TRUSTe -- TRUSTe Privacy Seals help consumers click with confidence by guiding them to trustworthy Web sites. Thousands of Web sites rely on TRUSTe industry best practices to help them make the right decisions about privacy and protecting confidential user information. Half of the top fifty Web sites are certified to TRUSTe's leading practices including leading retailers, Apple, eBay, Cabela's, Best Buy, Audible, LeapFrog, Microsoft and Yahoo!. To find out more about privacy, visit

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