Rather than being an integrity process, it offers specific technol-ogy to address consumer protection. Its Secure Server Certificate is suitable for information Web sites, providing an identifier that assures visitors of the organisation's authenticity. It gives a Web site or Web server an electronic means of confirming the identity of the Web site operator and ownership of the domain name. It creates an encrypted link between the user's browser and the Web server, using 40bit SSL technology, which protects the information sent between the two. BT Trustwise's Global Server Certificate is aimed at online merchants using powerful 128bit SSL encryption technology for transaction security.
Sites using either technology gain the right to display the Secure Site Seal.
The market for the provision of integrity marks is in a state of flux. TrustUK is a bold effort to simplify the range of codes available, but is unlikely to gain a strong presence without more funding. It also lacks a global vision. Some of the paid-for certificates and allied procedures are of good quality but are not cheap, and with no clear leader, the choice comes down to merchant preference and budget. Trust marks are icons displayed on Web sites to reassure visitors that the site offers acceptable customer service and consumer protection.