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Creating 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
Trust 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 ”
Bogdan Manolea
Methods to create confidence in electronic transactions
Codes of conduct Trust Seals (Trustmarks) Alternative Dispute Resolution (ADR) Consumer Protections actions Regulatory Initiatives
Bogdan Manolea
Trustmark 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.
Bogdan Manolea
Trustmark 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
Bogdan Manolea
Examples of Trustmark schemes requirements
Plain and intelligible language Commercial communications and fair
marketing practices Addressing children Pre-contractual information Confirmation process
Bogdan Manolea
Examples of Trustmark schemes requirements (2)
Contractual performance Payment and Security issues Data protection aspects Internal complaints management Dispute settlement for consumer complaints
Bogdan Manolea
National Trustmarks Initiatives
TrustUK – Great Britain - www.trustuk.org.uk
L@belsite – France - www.labelsite.org Trusted Shops - German initiative -
www.trustedshops.de BBB Online – US - www.bbbonline.org Japan DMA – Japan - www.jadma.org
Bogdan Manolea
Regional Trustmarks Initiatives
North America – BBB Online Asia – Asia Trustmark Alliance Europe
Trusted Shops OnlineConfidence
Global Trustmark Alliance- GTA
Bogdan Manolea
European 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
Bogdan Manolea
European 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.
Bogdan Manolea
European 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
Bogdan Manolea
European 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.
Bogdan Manolea
European 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
Bogdan Manolea
