Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

eTRUST becomes TRUSTe

Published on .

The online privacy organization eTRUST abruptly decided to change its name just days before its June 10 public debut. The non-profit group will now be known as TRUSTe, a result of protests of trademark infringement from Northern Telecom's subsidiary, Entrust Technologies, maker of privacy software. TRUSTe aims to promote online commerce by providing third-party verification of how Web sites treat personal data about site visitors.

The group's former URL, www.etrust.org, will default to the new URL, www.truste.org, until next spring. Entrust will join as a founding sponsor of TRUSTe.

Copyright June 1997, Crain Communications Inc.

Most Popular
In this article: