"TRUSTe" logo aims to be Good Housekeeping seal for the Web

Published on .

Alexa Internet announced today that it's using the logo of nonprofit privacy group TRUSTe on its navigation service, which provides users with information about a site and related sites, along with ads, as they browse the Web. When a user encounters a TRUSTe logo on Alexa's "Where You Are" browser tool bar, it's a sign that the site has taken a privacy oath from TRUSTe. The non-profit group TRUSTe encourages sites to disclose their privacy practices and lets consumers choose for themselves, said Esther Dyson, chairman of the Electronic Frontier Foundation, a co-sponsor of TRUSTe.

While it does not mandate what merchants or sites do with the data they collect, it ensures that they state clearly what they will do and that they keep that promise, she added.

Copyright August 1997, Crain Communications Inc.

Most Popular
In this article: