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, 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.

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