The information protection principal requires the organization to institute and maintain controls that safeguard consumer information from unauthorized users. These criteria are the most comprehensive as far as assurance services go. A company that meets all these criteria is to be trusted as an Internet site. There are other seals that do not provide criteria as comprehensive, but do provide assurance to consumers. BBBOnLine BBBOnLine, a subsidiary of the Council of the Better Business Bureau, uses two programs, BBBOnLine Reliability and BBBOnLine Privacy, to promote trust and confidence on the Internet.
Web sites can obtain a BBBOnLine seal by adhering to certain standards.
For a BBBOnLine Reliability seal the online business must be in business for at least one year, with a reliable track record. The company must also be a member of the Better Business Bureau and agree to BBB advertising and dispute resolution standards. All of these criteria provide assurance for visitors and consumers of the web site. These services vary in degree. They range from analyzing a company s web page to providing services to help the company obtain an assurance seal.