April 4, 2001 | InternetNews -
Advertising Report Archives
TRUSTe to Step Up Monitoring
Non-profit privacy
group TRUSTe -- best known for its "trustmark" seal program -- will
buckle down on monitoring the practices of participants in its seal
program through a deal with Mailshell.com.
By working with Santa Clara, Calif.-based Mailshell, which
attempts to block spam using filters and an e-mail escrow service,
TRUSTe will monitor the adherence of its seal licensees to their
posted privacy policies regarding commercial e-mail.
San Jose, Calif.-based TRUSTe normally monitors its seal program
participants' adherence to their privacy policies by anonymously
"seeding" the e-mail marketing lists of its licensees -- enabling it
to track whether a participant sends out spam or otherwise violates
its stated privacy policies.
But now, TRUSTe will use Mailshell's services to streamline the
seeding process, which the companies say will make it easier to
secretly monitor licensees' e-mail marketing, list rental, and
unsubscription compliance practices. TRUSTe will seed its licensee
lists with anonymous e-mail identities from Mailshell's service,
effectively enabling the group to monitor each list's activity
without detection.
Mailshell's technology also uses a database of e-mail senders to
create a sort of "Caller ID" for commercial e-mail. Even when an
e-mail's sender is unclear, Mailshell purports to be able to trace
it to its source, and to filter out unsolicited mail. That
functionality should enable TRUSTe to calculate the frequency of
each licensee's mailing, maintain an automated archive of all
e-mails sent by each licensee, and monitor compliance with
unsubscribe requests.
"Giving out your e-mail address can be risky," said Mailshell
chief executive Tonny Yu. "Anyone who has your e-mail address can
e-mail you anything that they want at any time and for any reason.
You forfeit some of your privacy when you give out your e-mail
address to sign-up, opt-in, register, subscribe, personalize or
buy."
"Our system will now enable TRUSTe to understand more about the
source and content of each e-mail than ever before," Yu added.
"Mailshell's Caller ID for e-mail manages, monitors and
hierarchically sorts and delivers e-mail, ensuring greater privacy
and control for e-mail recipients, allowing them to permanently
cancel any undesired e-mail relationship at any time."
It's important news because nearly 2,000 e-tailers and Web
marketers have licensed the TRUSTe "trustmark" seal, which with the
Better Business Bureau and Verisign, is one of the few online
certification marks for business practices, and one of the most
recognized. Still, TRUSTe has come under fire from some for being
weak in its policing of the licensees.
Joining the program involves paying a fee and submitting to
TRUSTe's guidelines, which are modeled after the so-called "fair
information practices" approved by the U.S. Department of Commerce,
Federal Trade Commission, and various online advertising industry
organizations and associations.
According to the TRUSTe agreement, participating Web sites must
disclose: the information they gather about users; how that
information will be used; with whom that information will be shared;
choices available to users regarding how their information is used;
and how to update or correct inaccuracies in the information.
All Web sites that display the seal also must agree to comply
with TRUSTe oversight and complaint resolution procedures, which
includes e-mail list "seeding."
"When it comes to commercial e-mail, consumers should feel
assured that when a Web site posts the TRUSTe seal, it will keep to
the policies articulated in its privacy statement," said TRUSTe
president and chief executive Bob Lewin.
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