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Seal Organizations

Remember the “Good Housekeeping Seal of Approval”? It was a seal given by Good Housekeeping Magazine to give consumers an extra degree of quality assurance about the products they purchase. The Better Business Bureau is another such organization—if something has the Better Business Seal, they meet minimum standards of business practice to get the seal. Similar organizations exist for online merchants, such as TRUSTe (www.truste.org) and BBBonline (www.bbbonline.org).

TRUSTe's Trustmark

TRUSTe awards their seal of approval only to sites that follow privacy principles as established by the U.S. Department of Commerce. The sites must also agree to comply with ongoing TRUSTe oversight and consumer resolution procedures, which includes filling out a rigorous questionnaire several times a year. When you see the TRUSTe seal, as shown in Figure 11.13, you know that the Web site tells you the following things in its privacy policy:


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