Online Trust Principles & Business Practices
Online Trust Principles & Guidelines
- Updated Dec 14, 2009 (PDF)
Updated to
include Core Requirements and Recommended Practices
See Submission to the FTC
calling for standardized privacy & data collection statements and use of
integrated browser controls (Dec 21, 2009)
OTA Pushes
For Protection of Consumer Choice and Privacy - October 6, 2009
Press Release (PDF)
Worldwide Support
"We are pleased that our colleagues at the Online Trust
Alliance are bringing actionable messages and Principles to e-commerce brand
holders on the Internet." said David Jevans, Chairman of the
APWG. "Building trust and
truly secure ecommerce relations is increasingly important."
"A trustworthy
communication environment reduces friction in commerce and contact
throughout the world. Establishing a widely accepted statement of
trust-related principles and best-practices
is a vital step in advancing this vision. Facilitating
straightforward authentication of communication parties is of great
importance as current anti-abuse mechanisms are increasingly disrupting the
very communication that they are intended to protect. BoxSentry
congratulates OTA on reaching this important milestone", Manish Goel, CEO
BoxSentry Pte Ltd.
"The Online Trust
Principles demonstrate the progress that is possible if electronic commerce
and banking sites regulate themselves and maintain an ongoing focus on
advancing consumer protection. Cypra Media
fully supports and applauds the principles as a positive step toward more
secure online business transactions.", Cypra Media, Andrew O'Halloran, Chief
Privacy Officer.
"No business can long survive
without the trust of its customers. Unfortunately for many businesses,
protecting that trust often becomes a priority after it has already been
damaged", said Ken Bretschneider, CEO,
DigiCert, Inc. "The
Online Trust Principles are an excellent framework for all online businesses to follow. In them, the OTA provides a realistic and achievable
baseline for protecting both our customers, and the future of online
business."
"The DMA
is delighted to see OTA unveil a set of strong guidelines that are designed
to protect consumers and businesses from deceptive business practices, data
abuse, and cybercrime. Adoption of principles, such as OTAs, will help
protect the long term vitality of interactive marketing and enhance consumer
trust. We look forward to working with OTA on these principles and other
best practices", Linda A. Woolley, Esq. Executive Vice President Government
Affairs, Direct Marketing
Association.
"Creating and protecting
consumer trust is at the heart of direct marketing best practices, it is the
key to differentiating and winning in the marketplace. The Direct Marketing
Association of Singapore requires all members to adhere to the ethical
standards in our Code of Practice. We are in full support of OTA's Online
Trust Principles and are currently taking the steps necessary to make them
part of our Code," says Lisa Watson, Chairman of
Direct Marketing Association of
Singapore.
"Creating an online environment that a
consumer can trust is critical for companies hoping to have success in the
digital marketplace. As early supporters of email authentication and data
encryption technologies, the ESPC understands the vital role businesses take
in helping to build a sense of trust with consumers. We applaud OTA's
Principles as a useful guide to help companies build a better Internet
experience for their customers and look forward to working with OTA on
similar initiatives in the future," said Jim Campbell, Managing Director of
the Email Sender and Provider
Coalition (ESPC).
"The Online Trust Principles,
especially those surrounding user choice, control and privacy are all
critical to the preservation of the online and email channels. Ultimately
these guidelines benefit marketers as much as consumers," Chip House, VP,
Industry & Relationship Markets
Exact Target.
"EMMA-nl
is the E-mail marketing Association in the Netherlands, servicing local
members with global reach. Our vision is to create transparency in the whole
online chain. From customer expectations, optimized e-mail deliverability
and genuine communication. In order to create such, the global online
industry needs to have standards for secure online trust. All relationships
with starts with trust, business comes next! That's why EMMA-nl supports OTA
with this initiative, said Marc Borgers, Chairman EMMA-nl."
"Building consumer trust is more complex and
collaborative than ever. The Online Trust Alliance Principles provides
businesses with clear and specific guidance to grow and protect their
reputations with each other and consumers, stated Brandon Phillips, CEO of
LashBack, LLC.
"The OTA
Principles are an excellent framework for businesses that want to do their
part in making online interactions with their customers, partners and
vendors safe and trustworthy. In our experience, those companies that
follow these best practices to fight fraud and abuse see those problems
reduced, allowing them to build stronger, more stable relationships with
their customers." Rod Rasmussen, President and CTO,
Internet Identity.
"In
an Internet world marked by diminished trust due to fraud and other
abuse, kudos to the Online Trust Alliance for their recently published Trust
Principles that offer practical advice to protect consumers and preserve
trust for all Internet endeavors.", Frederick Felman, chief marketing
officer, MarkMonitor, Inc.
"Message Systems fully
endorses the mission of the Online Trust Alliance and its efforts to ensure
continued consumer confidence and trust with issuance of the Online
Principles. With exponential growth in online communication and commerce,
the most successful brands will be those that consistently respect the
preferences and privacy of consumers, champion their protection, and
demonstrate good stewardship of the sensitive data entrusted to them. OTA is leading the industry and we
are pleased to lend our support," Dave Lewis, Chief Marketing Officer,
Message Systems.
"The Principles afford benefits not only
for consumers but also for those businesses that support them, said John
Scarrow, General Manager, Safety Services,
Microsoft Corporation. As
a founding member of OTA, Microsoft supports these Principles and looks
forward to working with OTA and the Internet community to adopt these and
other practices, with the ultimate goal of providing consumers with added
protection and control of their data and online privacy."
"Advancing these Principles is imperative in order to
enhance consumer's peace of mind and the long-term prosperity of the Internet," said OTA
Founder and Chairman Craig Spiezle. "We look forward to global input to help
consumers worldwide realize a renewed level of trust with brands who are
committed to consumer choice and online safety."
"Publishers Clearing House is proud to work with OTA on this critical
and timely mission. It is our belief that marketers and brands should be
working closely with industry associations in order to develop a
comprehensive plan aimed at protecting our consumers and the online
community," said Andy Goldberg,
Publishers Clearing House President and CEO. "Consumer trust
and confidence in the online ecosystem is a critical component for the
success of the Publishers Clearing House online network."
"Businesses have much to gain from building consumer trust and choice.
Reputy Europe
stands behind the draft OTA Online Trust Principles which empower consumers
and reinforce the value of online advertising and email marketing, said
Sander van der Blonk, Reputy Europe CEO.
"Businesses need to adopt these measures and commit to online safety.
Those that do will realize a competitive advantage."
"Return Path applauds OTA in its work to establish principles of online
trust that guide, enable and support industry to implement. The Internet
has fundamentally changed the way people live, work and play. But consumer
enthusiasm can be easily tempered if fear and distrust are allowed to
flourish. Maintaining an Internet that is safe, secure and reliable is in
the interest of everyone working in business today", Tom Bartel Chief
Privacy and Compliance Officer,
Return Path.
"For years, businesses have been trying to protect customers from online
exploitation with poorly coordinated and less than effective measures.
Secunia contributes to,
and fully supports OTA's Principles as they're an important framework for
joint industry efforts against cybercrime, said Secunia founder and CEO,
Niels Henrik Rasmussen. "Integrating these principles are essential
factors for any online brand, ecommerce company or financial institution."
"The Online Trust Alliance's Principles focus on
creating a safe online ecosystem. Symantec has been proud to contribute to
this effort and drive confidence in our connected world," Pablo Stern, Sr.
Director, Security Group,
Symantec.
"The promise of the internet is achieved when
consumer privacy and expectations are inline with business practices", Fran
Maier, CEO of TRUSTe. "Online Principles is a significant step to increasing accountability
while giving consumers confidence that abuse of their data and identity is
thwarted. As stewards of consumer data, businesses maximize their online
brand value and deepen customer relationships by building trust."
"The Chamber believes these principles strike the right balance between
consumer;s privacy expectations without unduly hindering the benefits of
e-commerce", Christian Merida, Director Congressional and Public
Affairs, US
Chamber of Commerce .
"VeriSign is a proponent of OTA's recommendations to help educate and
protect the identity of e-consumers," said Tim Callan, vice president of
product marketing at VeriSign.
"Due to
the ever-increasing threat landscape and advanced phishing attempts
occurring today, it is paramount that businesses deploy security solutions
like EV SSL certificates to ensure the integrity of their customers' assets".
Updated: February 4, 2011
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