eTRUST becomes TRUSTe

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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,, will default to the new URL,, until next spring. Entrust will join as a founding sponsor of TRUSTe.

Copyright June 1997, Crain Communications Inc.

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