TRUSTe’s new privacy certification solutions enable businesses to adhere to UK data privacy legislation. Once a company’s website conforms, it can then display a green certified privacy seal on the site. The seal, known as the trust mark, already boasts 50% consumer awareness in the UK according to independent research.
The certification is multi-channel and includes websites, mobile sites, mobile apps and third-party data collection. It also features full-service consumer dispute resolution services for businesses to address consumer privacy complaints. One of the benefits in implementing this solution is for companies to build customer trust in their product or products.
E-Privacy Directive promoting privacy change
The E-Privacy Directive provides website owners with the ideal opportunity to overhaul their privacy compliance in the eyes of DataGuidance’s Managing Director, Lyndsey Greig. “The EU Cookie Directive has put a light on data privacy,” she said. “More than just meeting the regulatory requirement, businesses can seize this as an opportunity to improve transparency, choice and accountability for their customers.”
Only last month TRUSTe released its TRUSTed Consent Manager and it now hopes the certification solution will go some way to address concerns discovered in recent research. The Harris Interactive study indicated 88% of respondents would not conduct business with a company they felt was failing to safeguard their online privacy.
Certification is no walk in the park
Certification is achieved once TRUSTe has initiated a thorough risk assessment of a business and its privacy practices. The work needed to change these practices and gain certification can be too much for some. TRUSTe’s Transparency Report 2011 revealed 9% of applicants for TRUSTed Websites and TRUSTed Websites Basic certification did not complete the process because they were unable or unwilling to make the changes required.
The wide availability of data compelled CEO of TRUSTe, Chris Babel, to emphasise the importance of consumers having trust in the business they're using. ““With the underlying reality that data is easier to collect, cheaper to store and faster to analyse than ever before, it is even more important that companies can easily demonstrate to consumers that they take privacy seriously,” he explained. “TRUSTe’s Certified Privacy Seal does just that.”