Privacy seals on websites indicate adherence to an organization’s standards. TRUSTe and VeriSign are examples. A transparent privacy policy and security measures should also be in place. Consumers should verify the seal’s authenticity before sharing personal information.
A privacy seal is a graphic element on a website that is intended to inform visitors that the site adheres to the issuing organization’s standards. TRUSTe and VeriSign are two examples of organizations that offer privacy seals, with VeriSign also handling the creation of secure communications for the sites it works with. The value of a privacy seal depends on several factors which should be considered when having a privacy seal prominently displayed on a website.
In some cases, an issuing organization may audit a website to confirm that it meets its standards or request supporting documentation so that the site can demonstrate that it meets a number of requirements. Other organizations don’t necessarily do this, expecting people who show their seals to take care of themselves. Consumers who are curious about what a privacy seal really means should be able to click on the seal and get information, including information about how sites get the seal.
In addition to a privacy seal, a website should also have a transparent privacy policy, with specifications clearly spelled out so people understand what kind of information the site collects, how and where it is stored, and how it can be used. A privacy seal may include a link to the site’s privacy policy so people can see the terms of the privacy policy before sharing information with the site.
Seals should also imply that a site has a robust security architecture that reduces the risk of data being stolen or misappropriated. Details about the system may not be available for security reasons, but the site should be able to demonstrate some basic security measures such as using encryption for personal information. Some web browsers display a small privacy seal in the status bar when people enter an encrypted area so they can confirm that the site uses encryption.
Consumers should be aware that because privacy seals are seen as a sign that a site is trustworthy, unscrupulous site operators may forge or forge privacy seals to mislead people. It’s a good idea to get into the habit of checking the status bar to confirm you’re on the right website before sharing personal information. If you are not sure whether or not a privacy seal is authentic, visit the website maintained by the issuing organization; most of these organizations allow people to perform a search to verify that a site is actually listed with that organization.
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