Privacy Seal Program Violates Its Own Policy

  • by August 29, 2000
By David Cotriss

TRUSTe, the San Jose, CA-based privacy seal program for the Internet, has been found to be violating its own policies of full disclosure of collected information and tracking practices. TRUSTe runs a leading privacy seal program for Web sites and counsels companies on creating effective policies. The firm is among more than 20 (many lesser-known) firms offering a seal program.

The firm had tracked Web visitors with techniques not included in its own privacy policy. This was discovered by Interhack Corp., a Columbus, Ohio-based security consulting firm. It was found that TRUSTe's site contained cookies as well as invisible images and other tools for identifying users' habits.

TRUSTe has since stopped these practices. The questionable practices apparently resulted from an agreement TRUSTe entered into with Internet.com, which makes thecounter.com, to monitor its traffic. Apparently it was not supposed to track personal information. TRUSTe has since ceased connections with Internet.com. No TRUSTe officials could be reached for comment. Internet.com CEO Alan Meckler denies knowledge of any unusual tracking, and states that cookies are deleted when surfers leave sites using thecounter.com.

Another point of concern about TRUSTe is that the company constantly shows up at the top of Nielsen's top advertisers list. This is so despite the fact that they don't do much advertising. The TRUSTe seal does appear on each site implementing the policy, however. When asked about this, a Nielsen representative stated that in each category, their top advertiser information covers a broad base. Rankings are based on overall branding and are done for all types of companies. No further information was available.

- MediaPost Staff Reporter David Cotriss covers online media and can be reached at DCotriss@mediapost.com

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