1. 29e CONFÉRENCE INTERNATIONALE DES COMMISSAIRES À LA PROTECTION DES DONNÉES ET DE LA VIE PRIVÉE 29 th INTERNATIONAL CONFERENCE OF DATA PROTECTION AND PRIVACY COMMISSIONERS 29e Confrence internationale des commissaires à la protection de la vie prive

2. 29e CONFÉRENCE INTERNATIONALE DES COMMISSAIRES À LA PROTECTION DES DONNÉES ET DE LA VIE PRIVÉE 29 th INTERNATIONAL CONFERENCE OF DATA PROTECTION AND PRIVACY COMMISSIONERS 29e Confrence internationale des commissaires à la protection de la vie prive Globalization: Who Do you Trust? A Look at Privacy Seals Terra Incognita September 2007 Fran Maier Executive Director, TRUSTe

3. 29e CONFÉRENCE INTERNATIONALE DES COMMISSAIRES À LA PROTECTION DES DONNÉES ET DE LA VIE PRIVÉE 29 th INTERNATIONAL CONFERENCE OF DATA PROTECTION AND PRIVACY COMMISSIONERS 29e Confrence internationale des commissaires à la protection de la vie prive TRUSTe: 10 Years of Impact Web Privacy Seal EU Safe Harbor Seal by authority of the US Department of Commerce Childrens Online Privacy Protection Act Safe Harbor by authority of the US Federal Trade Association Email Privacy Seal beyond legal requirements for legitimate mail Trusted Download Program (beta)

4. 29e CONFÉRENCE INTERNATIONALE DES COMMISSAIRES À LA PROTECTION DES DONNÉES ET DE LA VIE PRIVÉE 29 th INTERNATIONAL CONFERENCE OF DATA PROTECTION AND PRIVACY COMMISSIONERS 29e Confrence internationale des commissaires à la protection de la vie prive Our Sealholders

5. 29e CONFÉRENCE INTERNATIONALE DES COMMISSAIRES À LA PROTECTION DES DONNÉES ET DE LA VIE PRIVÉE 29 th INTERNATIONAL CONFERENCE OF DATA PROTECTION AND PRIVACY COMMISSIONERS 29e Confrence internationale des commissaires à la protection de la vie prive TRUSTe Mission Functioning as an independent trust authority with privacy as our core Serving leading privacy trustmark to elevate responsible players and assure individuals Creating practical solutions to the challenges of trust Benefiting all constituents of the global digital society - consumers, businesses and governments Advancing Privacy & Trust for the Networked World

6. 29e CONFÉRENCE INTERNATIONALE DES COMMISSAIRES À LA PROTECTION DES DONNÉES ET DE LA VIE PRIVÉE 29 th INTERNATIONAL CONFERENCE OF DATA PROTECTION AND PRIVACY COMMISSIONERS 29e Confrence internationale des commissaires à la protection de la vie prive TRUSTe: Trustmarks Essential to the Networked World Individual Privacy is a continually challenged as technology and business models evolve Consumers need assurance Businesses need Privacy Compliance and Capability Governments and Regulators looking for Leadership

7. 29e CONFÉRENCE INTERNATIONALE DES COMMISSAIRES À LA PROTECTION DES DONNÉES ET DE LA VIE PRIVÉE 29 th INTERNATIONAL CONFERENCE OF DATA PROTECTION AND PRIVACY COMMISSIONERS 29e Confrence internationale des commissaires à la protection de la vie prive Based on Evolving Standards Rigorous Certification Ongoing Monitoring Consumer Input Broad Oversight Real Rewards Industry Standards Evaluate and Certify Recognize and Reward Improve Consumer Experience Monitoring and Compliance

8. 29e CONFÉRENCE INTERNATIONALE DES COMMISSAIRES À LA PROTECTION DES DONNÉES ET DE LA VIE PRIVÉE 29 th INTERNATIONAL CONFERENCE OF DATA PROTECTION AND PRIVACY COMMISSIONERS 29e Confrence internationale des commissaires à la protection de la vie prive Online independent recourse mechanism for consumers to report Goal is to augment Sealholders privacy program, escalate and resolve complaints quickly 86% would recommend using Watchdog to a friend I loved Adobe beforehand and I love it now. TRUSTe facilitated getting me to the right person to talk to. Watchdog Dispute Resolution

9. 29e CONFÉRENCE INTERNATIONALE DES COMMISSAIRES À LA PROTECTION DES DONNÉES ET DE LA VIE PRIVÉE 29 th INTERNATIONAL CONFERENCE OF DATA PROTECTION AND PRIVACY COMMISSIONERS 29e Confrence internationale des commissaires à la protection de la vie prive Evaluate websites from many angles: proactive and reactive approach Ongoing Monitoring Technological scans Email seeding Reputation monitoring Ongoing reviews Watchdog monitoring Other reviews of blogs, press, consumer postings Approximately 50% of scans discover problems

10. 29e CONFÉRENCE INTERNATIONALE DES COMMISSAIRES À LA PROTECTION DES DONNÉES ET DE LA VIE PRIVÉE 29 th INTERNATIONAL CONFERENCE OF DATA PROTECTION AND PRIVACY COMMISSIONERS 29e Confrence internationale des commissaires à la protection de la vie prive Business Benefit: Audible.com 2% Increase in Engagement Homepage 22% Increase in Order Value Order Page

11. 29e CONFÉRENCE INTERNATIONALE DES COMMISSAIRES À LA PROTECTION DES DONNÉES ET DE LA VIE PRIVÉE 29 th INTERNATIONAL CONFERENCE OF DATA PROTECTION AND PRIVACY COMMISSIONERS 29e Confrence internationale des commissaires à la protection de la vie prive Business Benefit: Eloan 3-5% Increase in Conversions application

12. 29e CONFÉRENCE INTERNATIONALE DES COMMISSAIRES À LA PROTECTION DES DONNÉES ET DE LA VIE PRIVÉE 29 th INTERNATIONAL CONFERENCE OF DATA PROTECTION AND PRIVACY COMMISSIONERS 29e Confrence internationale des commissaires à la protection de la vie prive Building Blocks for Effective Programs 1.Strong Program/Certification Requirements 2.Thorough and impartial audit, more than self assessment 3.Accountability and Enforcement 4.Credible oversight from multiple parties 5.Evolving standards and accountability, ability to address new issues 6.Market Incentives to motivate compliance and participation

13. 29e CONFÉRENCE INTERNATIONALE DES COMMISSAIRES À LA PROTECTION DES DONNÉES ET DE LA VIE PRIVÉE 29 th INTERNATIONAL CONFERENCE OF DATA PROTECTION AND PRIVACY COMMISSIONERS 29e Confrence internationale des commissaires à la protection de la vie prive Why Trustmarks are Now Considered for International Accountability 1. Flexible 2. Practical Knowledge 3. Responsive 4. Rewards and Incentives 5. Independent of Varying Privacy Laws 6. Value-added Intermediary 7. Welcome Oversight

14. 29e CONFÉRENCE INTERNATIONALE DES COMMISSAIRES À LA PROTECTION DES DONNÉES ET DE LA VIE PRIVÉE 29 th INTERNATIONAL CONFERENCE OF DATA PROTECTION AND PRIVACY COMMISSIONERS 29e Confrence internationale des commissaires à la protection de la vie prive Future Forming Advisory Committee to help guide and support TRUSTes International Exploration Working with FTC and DOC to support 2008 APEC Pathfinder Continuously improving program requirements, administration, and responsiveness Please contact John Tomaszewski for more info Johnt@truste.org USA: 415 520-3423

15. 29e CONFÉRENCE INTERNATIONALE DES COMMISSAIRES À LA PROTECTION DES DONNÉES ET DE LA VIE PRIVÉE 29 th INTERNATIONAL CONFERENCE OF DATA PROTECTION AND PRIVACY COMMISSIONERS 29e Confrence internationale des commissaires à la protection de la vie prive Contact Information Fran Maier Executive Director & President TRUSTe 685 Market Street, Suite 270 San Francisco, CA 94105 +1.415.520.3418 fran@truste.org www.truste.org