eTRUST (www.etrust.com) plans to launch its privacy certificate program for Web sites on June 10. Participating sites will tell visitors how they treat the registration data they collect: "anonymous" (no data collected); "one-to-one" (data used exclusively on-site); and "third-party" (the data is shared, including an explanation how so).
Other premier partners of eTRUST include AT&T Corp., CyberCash, Tandem Computers and Netscape Communications Corp. Each company will contribute $100,000 or the equivalent in services or products, said Susan Scott, executive director of eTRUST.
MatchLogic currently is the only premier partner from the online advertising community.
In addition to contributing cash, MatchLogic will design 60 ad banners to promote the privacy initiative and will manage eTRUST's Internet ad campaigns.
Ben Addoms, senior VP-sales and marketing at MatchLogic, said his company is urging its clients to support the eTRUST initiative.
"The whole notion that leaders of this industry need to foster is a self-regulating set of business practices," Mr. Addoms said.