Title: Creating confidence in electronic transactions - Trustmarks
1Creating confidence in electronic transactions -
Trustmarks
- Creating trust in e-commerce
- Basic aspects regarding Trustmarks
- National and Regional Trustmarks schemes
- European approach on eConfidence
Bogdan Manolea
2Trust and Electronic Commerce
- Slow development of e-commerce in European Union
- Strong political imperative to create trust in
doing business over the Internet - eEurope - The Lisbon summit - 23-24 March 2000,
referred specifically to this subject in its
conclusions "the Commission and the Council to
consider how to promote consumer confidence in
electronic commerce
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3Methods to create confidence in electronic
transactions
- Codes of conduct
- Trust Seals (Trustmarks)
- Alternative Dispute Resolution (ADR)
- Consumer Protections actions
- Regulatory Initiatives
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4Trustmark definition
- Trustmark A label or visual representation
showing participation in a trustmark scheme. A
subscriber to a trustmark scheme can display a
trustmark if he meets the trustmark requirements. - Trustmark schemes Any body providing a trustmark
to B2C e-merchants after positive assessment on
the basis of own criteria.
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5Trustmark key elements
- Aimed at Business to Consumer (B2C) activities
- Supplementary to legal obligations
- Voluntary participation
- Compliance with set of business practices
- Provide a high standard of consumer protection
- Encourage sales of goods and services on Internet
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6Examples of Trustmark schemes requirements
- Plain and intelligible language
- Commercial communications and fair marketing
practices - Addressing children
- Pre-contractual information
- Confirmation process
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7Examples of Trustmark schemes requirements (2)
- Contractual performance
- Payment and Security issues
- Data protection aspects
- Internal complaints management
- Dispute settlement for consumer complaints
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8National Trustmarks Initiatives
- TrustUK Great Britain - www.trustuk.org.uk
- L_at_belsite France - www.labelsite.org
- Trusted Shops - German initiative -
www.trustedshops.de - BBB Online US - www.bbbonline.org
- Japan DMA Japan - www.jadma.org
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9Regional Trustmarks Initiatives
- North America BBB Online
- Asia Asia Trustmark Alliance
- Europe
- Trusted Shops
- OnlineConfidence
- Global Trustmark Alliance- GTA
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10European eConfidence Initiatives Eurochambers
integrated approach
- European Code of Conduct (concluded in
cooperation with European Federation of Direct
Marketing Associations) - European Label based on its code of conduct and
dispute settlement methods - European Online Dispute Resolution System
OnlineConfidence www.onlineconfidence.org
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11European Approach - eConfidence project
- Mr Erkki Liikanen - Brussels, 18 February 2003
- eConfidence is a package of measures, which
includes the promotion of high standards of good
business practices (e.g. codes of conduct,
trust-marks, complaint settlement procedures),
and affordable access to third-party alternative
dispute resolution (ADR) systems. - The promotion by the Commission of high standards
of good business practices such as codes of
conduct and trustmarks is an example of our
desire to support self-regulatory initiatives.
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12European Approach - eConfidence project
- Online eConfidence Forum has been set up by the
European Commission - http//econfidence.jrc.it/ - An eConfidence group for discussions about
trustmark requirements at European level was
created - An agreement has been agreed between European
employers organisation UNICE and the European
Consumer BEUC on a European Framework for
e-commerce trustmark schemes at the end of 2001
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13European Approach - eConfidence project next
steps
- The European Commission will issue a
recommendation to improve confidence in
e-commerce in the first half of this year - Trustmarks can play an important part in this
process. However, the huge number of trustmark
schemes currently operating is counterproductive.
To combat this, the Commission will lay down a
set of standardised trustmark criteria and create
a better understanding of the 'trustmark
concept, based on the agreement between UNICE
and BEUC.
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14European Approach - eConfidence project next
steps
- An international congress on the Trustmarks in
ecommerce will be held in Luxembourg - 17 19 September 2003
- http//www.e-trustmarks.lu
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15Thank you !
Bogdan Manolea bogdan_at_internews.org
www.riti-internews.ro